Pawse.
Pawse demonstrates how thoughtful branding and design can translate purpose into experience. Every choice — from calming, playful visuals and approachable typography to soft, intuitive interactions — was crafted to embody the brand’s personality: compassionate, empowering, and gently guiding. The design works to meet users’ emotional needs, creating a sense of reassurance, connection, and support for guardians and their reactive dogs. This project highlights how branding can shape not just visuals, but the emotional experience and relationship between user and product, showcasing truly human- and dog-centred design.
-
Pawse is a brand and interface concept created to support guardians of reactive dogs. The goal was to design a calm, compassionate, and playful experience that provides reassurance, guidance, and a sense of connection — meeting users’ emotional needs while reflecting a thoughtful, human-centred brand personality.
-
Owners of reactive dogs often experience stress, fatigue, and isolation. Existing tools can feel judgmental or unhelpful, leaving guardians without adequate support. Pawse was designed to fill this gap by creating a digital space that feels both supportive and engaging.
Research included in-depth interviews, online forum insights, and persona development — centring on Jess, a devoted guardian, and Scout, her anxious French Bulldog. Iterative prototype testing shaped a design that balanced simplicity with emotional reassurance.
The brand identity combines a warm and playful aesthetic with a compassionate tone of voice. Humanist typography, a bright yet calming palette, and clever, softly-structured copy build trust while maintaining approachability. Interaction design prioritises intuitive guidance, reducing stress and empowering users to feel confident with their dogs.
-
Brand identity system (logo, typography, colour palette, tone of voice)
Primary persona development & user journey mapping
UI/UX prototypes and key screen designs
Custom illustrations and iconography
Social and community touchpoint mockups
-
Pawse. was designed with a focus on calmness, friendliness, and emotional support. A light, airy blue and muted white palette, complemented with soft pops of colour, establishes an approachable and serene aesthetic. Rounded, bold typography was chosen to communicate trust and reliability while remaining playful and gentle. The interface was intentionally designed to be intuitive and simple, reducing cognitive load and supporting user goals in a judgment-free space. Illustrated characters reinforce friendliness and encouragement, creating an overall experience that feels supportive, playful, and welcoming for both dog guardians and their pets.
