In 2024, I had the opportunity to collaborate with Shelly Steiman, the owner of Central Bark LLC, a well-established pet services business located in Grosse Pointe Park, Michigan. Despite having a loyal customer base, the business faced challenges with client retention and engagement, particularly on social media. As a dog walker for Central Bark and a student at Wayne State University, I recognized the potential to elevate the company's brand presence and strengthen its digital footprint.
Leveraging my background in graphic design and social media management, I proposed a comprehensive rebranding strategy. The goal was simple: to create a cohesive and appealing brand identity that would resonate with both current and prospective clients. With full creative control, I worked to refine Central Bark’s logo, color palette, typography, and social media presence to ultimately boost client engagement and attract new business.
the logo
The first step in the rebranding process was redesigning the company’s logo. The original logo was a generic clipart image of a dog walker, surrounded by a hodgepodge of colors that lacked cohesion. To differentiate Central Bark in the marketplace, I sought to create a logo that was warm, inviting, and reflective of the local Grosse Pointe neighborhood, known for its vintage charm and historic character.
For the new logo, I decided to center the design around an illustration of Shelly’s dog—who is a well-known figure among clients and the "top dog" at playgroup. The linework illustration not only personalized the brand but also added a playful, yet professional touch. The minimal, hand-drawn style of the logo aligned with the vintage aesthetic I aimed to evoke, while also feeling fresh and modern.
typography
Once the logo was finalized, I turned my attention to the typography. To complement the retro feel, I chose Scriptorama JF as the primary typeface for the company name, “Central Bark.” This font’s handwritten style exudes warmth and friendliness, perfectly matching the cozy, approachable personality of the business. For the body text, I selected Tomarik, a clean, legible sans-serif font, to ensure clarity across both digital and print materials.
color palette
The color palette was another crucial element of the rebranding process. Given the outdoor, pet-focused nature of the business, I wanted the colors to reflect an earthy, natural feel. I chose forest green as the primary color to evoke a sense of nature and growth. To add a touch of vibrancy and warmth, I paired it with teal, mint, and white, creating a balanced palette that was both fresh and inviting.
social media & digital presence
With the brand identity in place, the next challenge was revitalizing Central Bark’s social media presence. The company had an underutilized Facebook page but no active strategy for attracting new clients online. I decided to focus on Instagram and TikTok, where visual content could truly shine.
Before launching the social media pages, I spent several months gathering content—candid shots of dogs in playgroup, behind-the-scenes moments, and footage of daily activities. This allowed me to develop a content calendar and ensure a consistent flow of posts upon launch. I edited video content using Adobe Premiere Pro and TikTok’s in-app tools, ensuring high-quality, engaging videos that captured the fun and personal nature of the business.
By blending strong design principles with a strategic social media approach, I was able to help Central Bark strengthen its brand presence and expand its reach within the community. The refreshed logo, cohesive visual identity, and engaging social media content have positioned the company as a modern yet approachable pet services provider, one that feels connected to the local Grosse Pointe community while embracing a fun, modern aesthetic.
