The idea was to use the pet shelter's brand to promote adoption. The design tackles the problem of the Big Black Dog Syndrome —an unconscious bias in favor of lighter-coated pets— by playing with a dark silhouette and turning it into something that could be interpreted as more endearing and engaging by using soft, round forms to shape a puppy looking in attention at its owner, ready to obey any commands.
The shelter would reduce returned animals by creating better matches between the pets’ needs and the owner’s environment. Another solution to reduce returns would be to provide new owners with a small manual in order to help them successfully housebreak, train and understand their pet from the start.
The website would serve as a matching platform but the process would necessarily have to be finished at the shelter.