WAGS & WHEELS
BRAND DESIGN, SOCIAL MEDIA DESIGN
passion project
The Project
Wags & Wheels creates mobility aids for disabled dogs such as wheelchairs and walking supports. I originally designed this brand a few years ago and recently updated it as part of my “fixing logo mistakes I made 2 years ago” series; refining spacing, contrast, and colour accessibility.
The goal was to create a brand that felt hopeful and friendly, while still professional and respectful of the serious work they do.
Wags & Wheels' Brain
Every brand has a brain: its own personality, perspective, and way of showing up. The job of the design is to bring that brain to life visually. Here's some decisions we made based on Wags & Wheels' Brain
Fun but not too clinical
Clean layout structures paired with rounded corners and playful details kept it warm and positive & not overly cutesy.
Needs to feel safe
The mark uses a stable wheel shape paired with a confident sans-serif to create that sense of grounded trust.
Inclusive
We introduced deeper tones like black and brown to improve accessibility and legibility, while still keeping the brand feeling warm.
The Colour Palette
The original palette was warm and light, but didn’t meet contrast standards so I revisited the system. The core orange stayed (a nod to movement, energy, and play) but there's also supporting tones added like chocolate brown and black for visual weight. These additions increased legibility and helped ground the brand, giving it a more premium feel while maintaining its upbeat tone.
