Full Brand Identity — Dog Training Platform
UnChase
CLIENT
UnChase (Australia)
ROLE
Solo — logo, brand identity, website design and build, app graphics
FULL SITE
DELIVERABLES
Logo, full visual identity, WordPress website, learning platform app graphics, social assets, marketing materials, instructional content
THE SITUATION
UnChase came to me with a name and a methodology. What they didn’t have was a brand. The concept was solid — a structured dog training program built around stopping chase behavior, developed by a trainer with real expertise and a growing reputation in Australia. The opportunity was to take that expertise and build something around it that could compete professionally, reach two very different audiences, and work across a full ecosystem of touchpoints from a website to a third-party learning app.
Oh, and it needed to feel distinctly Australian. Not generically international. Not American. Australian.
WHAT I WAS THINKING
The creative insight that unlocked the whole thing was sitting right there in the name. UnChase. The brand is literally about stopping a dog from doing one of the most instinctive, energetic things a dog does — chasing. So instead of designing away from that energy, I leaned into it. The visual language borrows the forward momentum, the focus, the kinetic charge of a dog mid-chase — and channels it into a brand that feels alive and confident rather than clinical and instructional.
That energy had to be calibrated carefully for an Australian audience. Design sensibilities vary more than people realize across markets, and what reads as bold and confident in the US can read as loud or aggressive elsewhere. The image selection and aesthetic choices were made with that in mind — energetic but not shouty, professional but warm.
The dual-audience challenge added another layer. Dog owners coming to UnChase for training help need to feel reassured and welcomed. Dog trainers looking to adopt the UnChase methodology need to feel like they’re engaging with a credible professional system. Those are different emotional registers and the brand had to serve both without feeling split.
I built this one solo from the ground up. Starting with the logo — developed from the client’s naming — through the full visual identity system, then into the WordPress site, which I both designed and implemented. The site copy came from another agency; my job was to take that content and give it a home that made it sing.
HOW IT LANDED
UnChase went from a name and an idea to a fully realized brand presence — website live, app graphics in place, marketing materials in market, social assets ready to run. For a solo project, the range is what I’m proud of. Logo to app graphics to WordPress build, all holding together as one coherent brand.
When you’re working alone, every decision is yours. There’s nowhere to hide — and no one to blame when something isn’t working. Getting all of it to feel like it came from the same place, for an audience on the other side of the world, is the kind of challenge that keeps the work interesting.
SKILLS
Logo design · Brand identity · Web design · WordPress development · App graphics · Typography · Marketing · Messaging · Social assets