Hounds Town needed a brand system that could better reflect its playful personality while scaling across a growing franchise network. Partnering with my copywriter, I led and executed a comprehensive rebrand that touched nearly every aspect of the customer experience.

From strategy through final execution, I developed the visual identity system, including a refreshed logo, custom illustration style, and an expansive toolkit of brand assets. The work spanned business cards, brochures, presentation templates, website iconography, social content, campaign extensions, front-of-store graphics, and franchise collateral. I also created a library of custom illustrations, digital photo stickers, and seven bespoke seamless patterns that gave the brand a distinctive and highly flexible visual language.

Working directly with my writer and under ECD oversight, we developed and delivered a complete rebrand system, brand guidelines, and activation toolkit that positioned Hounds Town for future growth while preserving the playful spirit that made the brand unique. Because the brand guide would ultimately be distributed across a nationwide network of franchise owners, a key challenge was creating guidelines that were both comprehensive and easy to apply—providing clear direction, practical examples, and flexible tools that ensured brand consistency regardless of location, vendor, or level of design expertise. This was especially important given that individual franchise locations managed their own social media channels, requiring a system that could maintain a cohesive brand presence while still allowing local teams to create and publish content independently.

The resulting identity system provided a scalable foundation for the franchise network and remains in use today in over 100 locations, continuing to support Hounds Town's growth while maintaining a consistent and recognizable brand experience across locations and channels.