AnnieBoush_Follo_BrandBook

Do you have a dog? If you do, your apart of the 36% of the United States
owns a dog. Dogs are everything to their owners. Dogs fill your life with love,
loyalty, fur and plenty to smile about. But what do we really know about
being pet owners, how do we know our pets are actually happy and healthy?
Follo is smart collar that keeps track of not only your dogs activity levels but
also health trends. It’s an easy way for owners to see just how well their
dogs are doing. Follo offers reminders if their dogs aren’t getting enough
attention and also alerts when they are needing special care or checkups.
Follo is also a GPS tracker that can assure your dog’s location and safety at
all times. Imagine having all this information at your fingertips. You can finally
be the great owner your dog thinks you are with the help of Follo.
Reliable
Connected
Active

Audience Profile
OCCUPIED OWNER
FAMILY DOG
MAN'S BEST FRIEND
Haley is a 24 year old in
advertising. She leads a busy
schedule and can barely keep
track of her own needs. She
would like to have reminders for
when her dog needs some extra
attention or is due for a checkup.
She tries to stay active when
she’s not at work and enjoys
being outdoors with her dog. Her
curious dog is easy to lose track
of when on adventures. It would
be nice for her to have peace of
mind that he’ll be easily found
when he wanders off like he
usually does.
Susan is a 46 year old nurse
practitioner. She does
everything to keep her
family happy and healthy. Susan
and her husband, Carl, have two
kids and a family dog in which
they love. Having a busy family
schedule now that the kids are
growing older has left less time
spent with their dog, who is also
getting older. Being of old age
the dog is starting to show signs
of poor health which needs to
be monitored. When they leave
for work they would like a way
to keep track of how their dog is
doing at home.
Brian is a 32 year old construction
worker. He is a simple man who
usually stays away from the
latest trends. He also tries to
keep off his smart phone for the
most part. However, he does
have a dog in his life that is very
important to him. While hes away
at work he’s been having trouble
keeping him fenced in. His dog
has gotten out and become lost
two times in the past couple
months. Brian needs away to
make sure his dog is staying
where he is supposed to be, and
a way to track him down when he
doesn’t.

Competitors
P i t Pat
Whistle
Nuzzle
Strengths:
-Works with existing collar
-Exercise guidelines
-Establish goals
-Waterproof device
-Year long battery life
-Cheaper ($48.60)
-No monthly subscription
Strengths:
-Dogs and cats
-Notifications
-Custom safe places
-Nationwide coverage
-Waterproof
-Accurate GPS
-Establish goals
Strengths:
-Shows what activity your
pet is doing
-Offers pet insurance
-No monthly subscription
-Pet profiles
-Works with existing collar
-Waterproof
-Comes in different colors
and sizes
Weaknesses:
-Velcro attachment
-Not for puppies
Weaknesses:
-Battery lasts 10 days
-More expensive ($79.95)
-Requires subscription plan
-Not for small dogs
Weaknesses:
-Most Expensive ($189.00)
-Battery only lasts five days

JUST
BECAUSE
DOGS ARE
COLOR
BLIND,
DOESN'T
Colors
Colors can be very important for a brand. Colors
convey feeling and emotions to users. Therefore, it
was important for us at Follo to choose colors that
represented us well. We went with blue tones for our
primary colors because blue translates into trust,
knowledge and security. Three things that are very
important to our brand, right? For our secondary
colors we wanted the playfulness and outdoorsy
emotions to shine through. We went with pink, green,
and yellow.
MEAN WE
ARE.....

Primary Colors
Secondary Colors
Dog Paddle Blue
(#328792)
Puppy Kiss Pink
(#ec5797)
Tennis Ball Green
(#aed8a6)
Dog Nose Black
(black at 90 tint)
Yellow Labrador
(#f0bd50)
Aqua Adventure
(#78cbc2)
Bone White
(#ffffff)

A dog
wa g s
its
Logo
For our logo we wanted something that could represent the love
and care that your dog will receive with the help of our product.
For the most part, the logo will be seen as a wordmark combo.
For other branding needs, we will use the partial logo of just the
dog paw print. The logo can be seen in a few different colors and
variations. The logo will also appear as an animation at times
with a wagging tail motion.
ta i l
with
its
heart.

Wordmark COmbo
Partial Logo
Use Often
Use Often
Use Often
Use Often
Use Often
Use Often
Use Rarely
Use Rarely

Type.
Patterns.
Photos.
Support Graphics
Supporting graphics are very important. They add all the
personality and fun to a brand’s identity. The supporting
graphics are where a brand can stand apart from the crowd.
We decided on typography, some patterns, texture photos, and
icons.
icons.
Type
All the
important
stuff.
Headlines
Subhead
Body Paragraph Body Paragraph Body Paragraph
Body Paragraph Body Paragraph Body Paragraph
Body Paragraph Body Paragraph Body Paragraph
Body Paragraph Body Paragraph Body Paragraph
Pacifico
Bebas
Open Sans Light

Patterns
PHOTOS
ICONS

every
old
Rules
We have a few simple do’s and don’ts just to keep the dignity
of our brand safe. Our brand isn’t too strict, mostly just using
common sense of what looks good and what doesn’t. Either way,
this is here to just remind you how things should be.
dog can
learn
new
tr i cks
(but here's
ours
instead)
Minimum spacing
Wordmark Combo
Clear space equal to the “o” on
all sides
Partial logo
Clear space equal to the inner
heart height on all sides
Minimum size
Wordmark Combo
Print: 12 mm high Screen: 48
px high
Partial logo
Print: 8 mm high Screen: 30 px
high

Don’t: Use any color but white on
gradient.
Don’t: Warp or distort logo in any way.
Don’t: Put any outlines over logo.
Don’t: Put teal logo on dark photos.
Don’t: Rotate or reflect logo.
Don’t: Change color of logo.

Primary Application
Good
things
Our brand will mostly be represented in our product design,
application, and packaging. These are the three things that every
customer will receive. The collar itself will feature the partial logo
on the GPS locater and come in adventure blue. The packaging
will be simple cardboard featuring our logo and slogan, along
with patterned tape.
come
in
nicely
designed
packages.

Dozer's daily goal
What's Dozer up to?
Where's Dozer?
Goal:
90 minutes of activity
Dozer has Been active for
65 minutes
Dozer has been active for 22
minutes.
Dozer is 68 minutes away from
his activity goal.
Dozer has a checkup scheduled
in 1 week. 2/12/2017
Last checkin 5 minutes ago
540 Market St.
San Francisco, CA

You
know
you
Secondary Applications
For our secondary applications, we wanted our brand to spread
across a few mediums that would promote our product at the
same time. We decided first with apparel to display our slogan,
and then a social media platform because everyone loves dog
pictures, right?
wa n t
to match
your
dog.

Don't
just
follo
your dog.
follow
us
too.