Leader Dogs for the Blind is a non profit organization that helps visually impaired people by pairing them with guide dogs and providing them with training and tools that help that regain their independence and freedom.

Building on this foundation, and with a focus on reclaiming the leadership of their own life, the rebrand takes an initiative and compassionate tone. The rebrand is more than a visual update; it is an attempt in creating empathetic awareness of the challenges experienced by visually impaired people. The leader dog is not just another dog, but a companion, leader and a guide for them.

I developed the strategy, dog illustrations and the icon pack. The Logotype is a simple and minimal reference to the ear of lowercase letter ‘g’ mimicking the movement of a dog’s ear wagging, as a welcoming and a happy gesture.

At the heart of the project, the strategy relayed the idea “Take the Lead” throughout the different aspects of the brand. Since the organisation is divided into 3 broad categories, namely; Client Programs, Volunteer Programs and Patron Programs, the copy varies for each of them while maintaining the central concept of taking lead.

By focusing on the stories and how members, volunteers and patrons contribute to the organization, the result is a rebrand that advocates everyone to “Take the Lead” in ways they can.

When clients are matched with Leader Dog, it follows the system of: “Client Name” meets “Leader Dog Name.” For example; Jonathan meets Leader Sadie. Similarly, for Volunteers the copy directs how they can take the lead through different roles available for them on campus or remotely, and how Patrons can take the lead by donation or fundraising. The color system also corresponds to each sector’s role.

The visual system is then further expanded to their website, social media and merch design.