Dollars for Dogs is an annual fundraising walk hosted by Canadian Guide Dogs for the Blind. The public event encourages supporters and their pet dogs to participate and raise funds for Canadian Guide Dogs for the Blind. Pledges are collected in advance of a four kilometre walk in Ottawa , Ontario or in the participant’s neighbourhood anywhere across Canada! The branding for this event is positive, friendly and inviting to encourage clients and supporters to raise donations for the organization and emphasizes the ways in which the funds will be used.
As a dog-friendly event, the objective of this project was to redesign the branding to create an approachable, cohesive brand identity that's applied across social media, advertising, pledge forms, and apparel. It was essential to incorporate both guide dogs and assistance dogs in the branded imagery to showcase the different canine divisions and services offered by CGDB.
In developing the brand for this event, the iconography illustrated the ways in which the donated funds would be used and distributed. As an organization that operates solely on donations and fundraising activities, CGDB values transparency and wanted to illustrate the many ways the funds would contribute to providing guide and assistance dogs to clients, free of charge.
Once the general design direction was established for the event, the branding aesthetic was applied to social media graphics (including Instagram stories), pledge forms, and exclusive, custom t-shirts for walk participants.
As Canadian Guide Dogs for the Blind has grown over the years, so has their breeding department. The t-shirt design illustrates the various breeds of dogs that are trained to become guide or assistance dogs. The breeds include Standard Poodles, Labrador Retrievers, Golden Retrievers and German Shepherds.
