Corporate Design, Icons and Interface Design for »Animea — Pet Cremation« [Mars Incorporated]
PROJECT
CORPORATE DESIGN, INFOGRAPHICS, WEB DESIGN AND EDITORIAL DESIGN
Anyone who brings a new pet into their life and home soon realizes how a bond develops, with the often four-legged companion becoming a cherished friend or a new family member. As beautiful and valuable as such connections can be, situations can become just as difficult and distressing when time severs that bond with a long or sudden end.
When pets pass away, many people are unsure of what to do with both themselves and the deceased animal. The practical solution is to leave the disposal to the veterinary clinic. A somewhat more dignified option is to dig a small grave in one‘s own garden, if possible. A third option is offered by »animea«: pet cremation.
When I was brought into the project to develop the corporate design, a brochure and a website, the positioning with the client was already established, and the tagline »For the Soul of Your Loved One« was set.
I found the project immediately interesting but was unsure how to approach the somewhat heavy subject until I started to consider both the harsh and the gentle aspects of death through several discussions. The gentleness of eternal rest and also the softness with which one can support, comfort and uplift the bereaved.
MAKING OF
While clients in many of my projects expect a certain exclusivity to be highlighted, it was clear from the start that this project was aimed at a broad audience and that the design should support this purpose.
Contrary to my usual approach, I began the project with an image search, as the idea of featuring pet portraits as key visuals in the corporate design intrigued me. I decided to keep the design in earthy tones, using orange as an accent color.
To integrate additional graphic elements into the design alongside the three pet portraits representing the different weight classes of the services, a series of icons was developed. These icons, with their round shapes, support the aforementioned softness of the design.
LINKS
CREDITS
. Project Lead and Text: Cathrin Miethe
SERVICES
. Corporate Design
. Editorial Design
. Web Design
. Icon Design
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BLOG
ARTIKEL, PROJEKTE UND VIDEOS
How I developed a methodology to bring creativity into the flow [»Be Water my Friend«]
Article Rafael Bernardo — »Be Water my Friend« Creative Methodology EN
Roundtable with Magdalena Schmid on her project »No One Wins Tonight« [a book about the death penalty]
Roundtable with Sven Saro on his project »Ohne den Hype« [a podcast with and for creatives]
Corporate Design, Stationery, and Website for the Dentist »Dr. Willerding« [Tegernsee]
Magazine »Radikal Zeitgemäß« for the porcelain manufacturer Rosenthal [100th Bauhaus Anniversary]
Campaign »Sixty & Twelve« for the Porcelain Manufacturer Rosenthal [60th Anniversary of Rosenthal]
Creative Direction, Storyboard and Video Editing for the Product Video »CoBo Stack by MBO« [Komori Group]
Support for the Nonprofit Organization Viva con Agua St. Pauli [Hamburg, Stuttgart, Munich]
Campaign »Headache Hurts« for headache prevention [ZIES powered by Barmer]
Roundtable with Lars Harmsen on his project »REVISION« [a retrospective on a past full of projects]
Roundtable with Boris Schmelter on his project »Schmelter Brand Design« [from studio to agency]
Minimalism and Graphic Design for »Domestika« [an online course]
Program Book »Connect & Disconnect« for the Typographic Society Munich [Voluntary Engagement]
Roundtable with CELLZ on his project »When I‘m Back« [a song about love that is interrupted by duty]
Corporate Design, Icons and Interface Design for »Animea — Pet Cremation« [Mars Incorporated]
Corporate Design, Typeface Development and Web Design for »Limbic Upgrade« [Mental Health]
How I rediscovered myself through a personal design project [»Be Water my Friend«]
Article Rafael Bernardo — »Be Water my Friend« Graphic Journey EN
Corporate Design and Website for the Animation Studio »Unlimited Visions« [Hamburg – Kassel]
Typographic calendar »REVISION« for DJ and Photographer Axel Gundermann [Yearroundmunich]
Web and Shop Design for Fashion Design Studio »LEEZA FIVE« [From Zero to Garment]
Magazine »GOTTESWERK I–III« for Munich’s oldest printing house [Gotteswinter & Aumaier]
Lecturer in Typography at the Hochschule für Gestaltung Schwäbisch Gmünd [Lecturing Post]