We executed a complete brand evolution centered on the directive, "New look. Same dog," delivering a modernized visual identity with strict branding standards built for cross-platform utility. To protect the station's local brand equity, we kept the color palette similar to the original identity to ensure instant recognition for long-time listeners. However, we completely overhauled the visual assets by introducing a premium typography system paired with a highly adaptable logo ecosystem.
This new identity introduces a dynamic system of primary master logos designed to command attention on major assets like billboards and web banners, alongside flexible secondary marks and badges tailored for diverse marketing materials. We also developed a sleek, minimal "BD" monogram lockup engineered specifically to pop on small digital surfaces, such as mobile app icons and social media profiles. By creating these multiple asset variations, we gave Big Dog a cohesive, hard-working design system that maintains crisp visual consistency across every single touchpoint.
