W.A.L.K. was a bold branding concept for what would have been one of eastern Iowa’s largest indoor dog parks. Although currently on hold, the project was envisioned as more than just a pet space—it included an indoor track, coworking lounge, dog diving pool, and an expansive outdoor area, making it a lifestyle destination for both dogs and their owners.

The name draws inspiration from the universal phrase dog owners lovingly ask, “Want to go for a walk?” but reimagined as a bold acronym in the visual identity. The wordmark leveraged the playful energy of the Munky slab serif typeface, with paw prints subtly walking across the letterforms to add motion and character.

I designed the brand identity to be funky, bold, sporty, and energetic, utilizing a high-contrast and simple color palette of navy, yellow, and white, which evokes athletics for both humans and their pets, creating a bold and inviting atmosphere for pet lovers of all ages.

While the park hasn’t launched yet, the brand system stands ready to bring W.A.L.K. to life when the time comes.

Created as lead designer at Meld Marketing.