Fear Free Pets
The Challenge:
In the summer of 2023, animal care education non-profit Fear Free Pets was working with another agency on a new brand, accompanying brand expression, and website—and while strategy and positioning work was successful, the company’s team wasn’t satisfied with the logo solutions presented.
When the company tapped 6P for a fresh look, the pressure was on. The client was gearing up for a busy trade show season, and it was 6P’s job to develop a contemporary solution from which an expansive visual identity could stem.
The 6P Solution:
With a comprehensive creative brief in hand, our team developed five logo concepts, ranging from simple word marks to more complex graphic treatments.
Eventually, 6P and the client landed on a simple yet memorable paw-in-hand concept, with the two elements representing trustworthiness and animal expertise. Together they formed a heart, which stood for compassion, a core Fear Free value.
As we continued our work, the simple lines of the minimalist concept evolved to flow and flex, increasing the sense of warmth, caring and support. We introduced cool and warm colours while subtle shading created depth and dimension. Tied together with simple typography and friendly curves, the final logo offered a strong foundation for a full visual identity.
The Outcome:
Fear Free is extremely proud of its new logo, which was completed and finalized in just four weeks. Fear Free founder Dr. Marty Becker, also known as “America’s veterinarian,” was so pleased he turned up at the Western Veterinary Conference 2024 in Las Vegas brandishing a fresh tattoo of the logo on his arm.
With the logo completed, 6P was contracted to create a full brand expression and apply it to over 135 of Fear Free’s printed and digital assets. The first of these projects included a new trade show booth and 14 key marketing assets all making using of “heartlines,” a graphic element directly inspired by the new logo. They were completed just in time for the big launch in Las Vegas.
The client expressed great appreciation for 6P’s work, remarking that all five logo options were strong contenders. The team has “continuously exceeded our expectations,” the company said. “Their respectful adherence to our budget and timelines while delivering outstanding results has been invaluable.”
