VISUAL IDENTITY, BRAND SYSTEMS
Lollypop Farm: Visual Identity Redesign
Lollypop Farm is a Rochester-based humane society that supports its community through education and outreach beyond just animal adoption. I proposed a flexible visual identity system that expands the brand to highlight these community-focused initiatives while maintaining an approachable, inclusive feel for animals of all kinds, from cats to chickens.
View the full case study, or explore highlights below.
VIEW CASE STUDY
Project Type:
Visual Identity & Brand Systems
Role:
Brand/System Designer
Tools:
Adobe Creative Suite (Id, Ai, Ps, Ae), Procreate
Timeline:
9 Weeks
01
The Challenge
Lollypop Farm’s existing visual identity (left) was dated and inconsistent, with an adoption-focused approach that didn’t fully represent the organization’s broader mission or stand out from similar shelters. My goal was to modernize the visual identity to better represent the organization as a whole and speak more directly to their primary audiences, especially families with children, across digital, print, and physical applications.
Expand Representation: Expand representation beyond domestic animal adoption to reflect Lollypop Farm’s full range of animals, community-focused programs, events, and services
Design System Cohesion: Create a cohesive visual system that works consistently across digital, print, and physical applications.
Emotional Clarity: Design with families and children in mind, ensuring the identity feels clear, engaging, and accessible.
02
Design Strategy
I designed a cohesive visual system that clearly represents Lollypop Farm’s full scope of work and services while remaining flexible, accessible, and easy to apply across many formats.
Visual Continuity: Developed a cohesive color palette and type system that balances playful warmth with modern clarity.
Modular Components: Created modular layouts and animal profile sheets that are easy to update and personalize.
Audience-Centered Design: Designed with families, visitors, and staff in mind to support clear communication and day-to-day use
03
Logo Development & Evolution
The arches in the main building's architecture served as inspiration while also symbolizing openness, shelter and a welcoming community.
The logo's final neutral animal symbol shows representation while nodding to the diversity of animals supported by Lollypop Farm.
Alternative format allows it to be used for all types of different applications, no matter the shape.
BRAINSTORM
I created a word list, mind map, and did intuitive sketching. I was inspired by the three categories of sign: icons, indexes, and symbols.
Moving forward, I brought the idea of incorporating an abstract animal in the mark and my list of key words.
IDEATE
I got inspiration from english rhetorics and figures of speech. Using key words, I made a table to organize and inspire new ideas.
Moving forward, the two animal faces framed by arches was brought forward to refine as the final mark.
ITERATE
I created a word list, mind map, and did intuitive sketching, inspired by categories
of sign: icons, indexes, and symbols.
Moving forward, I brought the idea of incorporating an abstract animal in the mark and a list of key words.
REFINE
I got inspiration from english rhetorics and figures of speech. Using key words, I made a table to organize and inspire new ideas.
Moving forward, the two animal faces framed by arches was brought forward to refine as the final mark.
04
Results & Impact
Finalized a multi-format design system that adapts seamlessly across environmental signage, digital platforms, and print applications. All flat designs and more images can be seen in the Full Case Study!
Animal Info/Kennel Cards: An engaging, adaptable and scannable form for volunteers and visitors alike to learn about an animal's personality.
Social Media: Designed Instagram adoption posts to show how individual animals can be highlighted while keeping a cohesive, recognizable feed
System Consistency: Demonstrated how the identity scales across digital applications without losing clarity, personality, or legibility
