Trust Rescue is a dog rescue and adoption centre in New Jersey, but more than that, they’re the wagging tails, floppy ears, and big puppy eyes waiting to meet their humans. They rescue, care for, and match pups with the right families. From the first cuddle to the happy “Yes!” moment of adoption, they’re here to make sure every dog gets the chance to be someone’s whole world.

“Humans to the rescue!”, that’s our call to all good-hearted people. We lovingly call them puppies, not because they’re always tiny, but because we adore them like babies. We want our pups to find a caring and loving home, a place where trust and joy wag side by side.

When you help a dog find a family, you help yourself, too. They get a home, and you get an unlimited source of love and happiness. Dogs are always a good decision; they never let you feel lonely, they never let you stay sad, and they’ll always remind you: Yes, you are their world.

Brand slogan – Yes! You are their world! The creation of this slogan is closely tied to the brand’s core strategy and values. It emerged from the brand story we developed, highlighting the unique bond between humans and dogs. By expressing how dogs see us as their everything, the slogan captures the essence of the narrative: adopting a dog means stepping into the role of their whole world, while they enrich ours with joy, loyalty, and unconditional love.

We also created a series of messages, such as: Help is on the way, Trust is on its way, Dogs are always a good decision, Help them help you, Take them home and feel whole, Goodness is life-changing, Humans to the rescue, An unlimited source of love and happiness.

The sign is built on trust, with strong geometric lines that indicate reliability, softened by rounded edges for warmth. The dog and human shapes nearly merge into one, symbolizing equality and the bond of trust as they stand side by side.

Our typography follows the same spirit: strong and clear, with a playful wink. The letter R looks as if it’s wagging its tail, a little reminder that joy is part of who we are. Because dogs see the world mainly in blue and yellow, we chose a bright, optimistic blue as our primary colour, reflecting how they perceive the world. Adding warmth and a soft human touch, the secondary colours balance trust with plenty of heart.

The illustrations bring joy to life. Inspired by real, genuine moments between dogs and their owners, they capture the way dogs never take their eyes off us. With fast strokes, quirky shapes, and lots of love, the scenes remain playful and genuine. Together with the logo, the illustrations tell everyday stories of love and loyalty, perfectly paired with our slogan: Yes, you are their world!