Fur Seasons
Goal:
To establish a compelling brand and digital presence for Fur Seasons that reflects its premium service
and builds trust with pet owners.
My Role:
Brand Designer, UX Designer, and Visual Designer
Timeline:
4-6 Months
Areas of Focus:
Branding, UX, and Visual/Web design - creating a cohesive identity, designing the web experience, and building a mobile-first responsive site
Summary
Fur Seasons is a new cat rescue that lacked a brand identity, visual design system, and website. As a non-profit, they had little to invest into these aspects of the business. Being a cat person with two of my own, I was more than happy to volunteer my skillset to such a worthy cause. I was able to provide them with all they asked for and more.
Approach
- Developed brand identity: logo, color palette, typography, iconography, imagery style.
- Built wireframes and prototypes for the website: emphasis on clear service pathways.
- Designed the final visual site and built web version in Squarespace with full assets and content-editor guidelines.
- Prepared style guide / design system to maintain brand consistency across future collateral.
Findings
- Early brand concepts revealed that pet owners strongly responded to imagery showing real pets in natural settings (not overly staged).
- Visual style evolution: stakeholders preferred clean, modern layouts with warm touches (soft colors, friendly icons) rather than over-styled or playful pet-themed designs that risked appearing gimmicky.
Outcome & Impact
- Delivered a polished brand identity and website that aligned with Fur Seasons’ premium positioning and helped owners trust the service before visiting.
- Website improved clarity: users could easily navigate to service pages, view real images of the facility, and begin the adoption process online.
- Provided design style guide and responsive templates so the business could scale marketing and content with consistency.
Reflection
This project reinforced that Brand, UX Design, and Visual Design must go hand-in-hand for service-based businesses: trust, clarity, and usability are equally critical. Building a site is always a fun and challenging endeavor. But looking back at it, I understand the importance of not only providing a style guide for the design system, but periodically checking in to ensure the business adheres to it. This will help in keeping their site both accessible and consistent.