Launching The Chelsea Foundation
A Brand Identity and Website from the Ground Up
About The Brand
The Chelsea Foundation is dedicated to rescuing, rehabilitating, and rehoming derelict dogs, driven by a mission to provide compassionate care for animals in need. Their brand reflects core values of empathy, kindness, and commitment to animal welfare. With a focus on creating a welcoming and trustworthy image, the foundation aims to engage a community of animal lovers and supporters who share their passion for giving every dog a chance at a better life
Where We Began
The Chelsea Foundation was just an idea—a new organization dedicated to rescuing and rehabilitating derelict dogs. They needed a strong foundation, including a unique brand identity, clear messaging, and an engaging website to attract animal lovers and supporters.
Discovery Phase
The Discovery Phase is the initial stage where we collaborate closely with the client to uncover their goals, values, and target audience. For The Chelsea Foundation, this involved understanding their mission of animal rescue, rehabilitation, and adoption. We conducted workshops and discussions to define the brand’s core values—compassion, care, and commitment to animal welfare—and to identify their ideal audience of animal lovers and supporters. This phase laid the foundation for crafting a brand identity and digital strategy that truly represents their vision and mission.
Where It Took Us
Today, The Chelsea Foundation has a vibrant online presence and a cohesive brand identity that resonates with its audience. Their website effectively tells their story, highlights their mission, and encourages visitors to get involved—whether by donating, adopting, or volunteering. They’ve successfully built a community of passionate animal lovers and supporters who believe in their cause.
The Website
How We Got There
Synth partnered with The Chelsea Foundation from the very beginning, helping to outline their brand values, develop a memorable visual identity, and define their target audience. We then designed and developed a user-friendly, visually appealing website tailored to their needs. This strategic approach has helped The Chelsea Foundation establish a strong presence and connect deeply with their community.
Reference Images
Reference images are crucial in the design process by providing visual inspiration and context. They help us designers understand the desired aesthetic, style, and mood that align with the brand’s goals.
Design Stylescape
Stylescape 1
Stylescape 2
Early Sketches
Sketches are the initial drafts of the brand’s visual elements, such as logos and icons. They capture early ideas and concepts, allowing for quick iteration and refinement. Sketches help shape the final design by visualizing different possibilities and gathering feedback.
Brand Strategy and Visual Identity:
With the stylescape as our foundation, we developed a cohesive brand identity that included a new logo, color palette, and typography.
New Logos
Primary Logo
Badge Logo
Icon
Brand Colours
Golden Retriever
Red Rover
Collie Cornsilk
Brand Fonts
Brand In Use
