Underdogs long beach empowers pet owners through force-free, science-backed training that builds better relationships between humans and dogs.
2022
my role
BRAND STRATEGY
VISUAL IDENTITY
WEB DESIGN & DEVELOPMENT
COPYWRITING
The Challenge
Underdogs Long Beach needed to establish a professional yet edgy brand identity that would differentiate them in a competitive market dominated by traditional dog training approaches, while effectively communicating their unique philosophy of "training humans, not dogs" and attracting their target demographic of progressive pet owners seeking humane training methods.
The Solution
I created a bold, distinctive brand identity with a deep green and yellow color palette, striking typography, and authentic photography that balances professionalism with rebellion. Through strategic brand positioning, I developed the powerful "Training Humans Not Dogs" tagline to clearly differentiate Underdogs from competitors and highlight the unique educational approach. I implemented a streamlined website structure with intuitive navigation and clear service paths to guide potential clients through the customer journey. The carefully crafted visual and verbal identity effectively communicates Underdogs' unique position as educators who transform human-canine relationships through positive reinforcement rather than punishment-based methods.
"Force-free training that's backed by science, trusted by humans, and loved by dogs"
Founded by passionate advocates for positive reinforcement methods, Underdogs Long Beach emerged from the founder's personal journey away from punitive training techniques. After working with trainers who used shock collars and dominance-based methods, they discovered the transformative power of science-based, force-free approaches. The name "Underdogs" reflects their mission to champion those who need support and understanding - both the humans struggling with their pets' behaviors and the animals themselves. Today, they're dedicated to educating their community and building a movement that replaces fear and punishment with knowledge and compassion.
Our Services
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Ethical
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Educational
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Progressive
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Authentic
Color Palette
The Underdogs Long Beach color palette features a rich, deep green as the primary color, symbolizing growth and harmony, paired with cream for contrast and professionalism. This is energized by vibrant yellow accents that add optimism and playfulness, while soft ash gray and mint green provide balance and sophistication. This carefully curated palette creates a distinctive, memorable visual identity that's both bold and trustworthy - reflecting the brand's progressive approach while maintaining professional credibility.
“Melissa is an intensely creative human…
with amazing communication skills and a true professional. I obviously liked the website, branding, and overall finished project, but also your clear communication and how well you can break down and understand humans. It’s a skill not many humans have; communication”