Paws & Palaces

Client Since March 2023

Paws & Palaces is more than just a pet care service. It is a business built on genuine love, trust, and treating every pet like royalty. Founded in 2017 by Jenn, a lifelong animal lover, the business offers dog walking, cat sitting, and in-home pet sitting throughout South Seattle. Whether taking dogs to the park, staying overnight to care for pets in their homes, or making sure her client’s furry family members feel safe and loved while they are away, Jenn brings an unmatched level of dedication to every pet she cares for.

Jenn first connected with us through Business Impact NW in late 2022, where she gained access to consulting resources to help grow her business. From the start, we could see how much care she poured into her work, and we were excited to help her bring that same warmth and professionalism into her brand.

Industry

Animal Services

Collaborators:

Andi Lucas, Founder & CEO

Services Provided

(Click to jump to each section)

Branding

Project Brief

Bird’s Eye View

Jenn was ready to take Paws & Palaces from a profile on Wag and Rover to a fully realized brand. She had a strong sense of what she wanted from the start. She loved the name, she knew she wanted pink and blue as her colors, and she envisioned a logo that included both a cat and a dog. Those elements were important to her, and seeing them come to life was exciting.

Ruffled Feathers: Paws and Palaces’ Pain Points

Jenn had a clear vision for her logo and could see it perfectly in her mind — blending soft pink and blue hues with a playful yet regal design featuring a cat, a dog, and a crown. But translating that vision into words proved challenging, as she wasn’t sure how to describe the specifics of what she imagined. Understanding her struggle, our team stepped in with open ears and an open mind

Our Flight Plan

Our goal for Jenn was to take Paws & Palaces from a name on a pet-sitting platform to a fully recognized brand with a strong, professional presence. The first step was creating the perfect logo, one that felt like her and could be used across everything from business cards to merchandise. We knew the branding needed to be versatile, something she could easily incorporate into stickers, mugs, and promotional materials.

Logo & Imagery

The final logo for Paws & Palaces is a perfect reflection of Jenn’s business. It is playful, welcoming, and full of personality. The design features a flowing crown with a paw print at its center, tying into the “palaces” theme while reinforcing the idea that every pet is treated like royalty. A cat and dog frame the logo, to visually represent the range of pets Jenn cares for.

We collaborated closely, exploring multiple iterations of her concept, offering varied color palettes, experimenting with the placement of design elements, and incorporating her feedback at every stage. It wasn’t just about creating a logo — it was about making sure Jenn felt heard, understood, and confident in bringing her unique vision to life.

The combination of soft curves and clean lines gives the logo a polished yet friendly feel, making it approachable while still looking professional. Every element was designed with versatility in mind, ensuring that the logo works seamlessly across different applications, from business cards and website headers to pet accessories and promotional materials.

Our logo design with custom branding elements is friendly and approachable, just like the owner of the company.

Logo & Imagery

Our choice of colors and typography strike the perfect balance of playful and professional.

Color & Typography

Jenn knew from the start that she wanted a pink and blue color scheme, but the final gradient brought those colors to life in a way that felt dynamic and fresh. The smooth transition between vibrant pink and cool teal gives the brand a fun, modern energy while still feeling warm and inviting. This balance makes the brand stand out while remaining approachable to pet owners.

Typography played a key role in bringing Jenn’s brand’s personality to life. The script font adds movement and warmth, making the logo feel comforting but also refined. Paired with clean, easy-to-read text, the design strikes a perfect balance between playful and professional. The result is a brand identity that looks polished and feels approachable and welcoming to pet owners.

Throughout the branding process, she appreciated the collaboration and the way we worked with her to refine her vision. She enjoyed seeing different concepts take shape and having the opportunity to adjust and explore until everything felt just right.