Industry: Finance
Role: Art Director

When Red Dog Tax Advisors approached me about creating their identity, they came with one meaningful request: the logo needed to feature a red Labrador. The concept was deeply personal—the dog was inspired by a beloved pet they had lost, and they wanted the new brand to honor his memory.

That story became the heart of the identity.

I created a custom illustrated red Lab that feels friendly, confident, and approachable while still fitting the professionalism expected of a financial services company. Rather than treating the dog as simply a mascot, I placed him within a shield-inspired mark, bringing together the warmth of the personal story with ideas of trust, protection, and security.

The deep navy, red, pink, and violet palette gives the identity an unexpected personality within the tax and accounting space, helping the company stand apart from the industry’s more traditional visual language. The primary mark is supported by simplified icon variations designed to remain recognizable across smaller digital applications.

I developed the identity as a flexible system that could extend beyond the primary logo. The mark was designed to work across social media, stationery, apparel, and branded merchandise while maintaining a consistent and recognizable presence.

The final identity balances personal meaning with professional credibility. What began as a way to honor a beloved pet became the foundation for a distinctive brand—giving Red Dog Tax Advisors a story and visual presence that feels genuinely their own.