You may have seen him on TV One’s ‘Purina Pound Pups to Dog Stars’. He trained the famous Toyota Bugger Dog, he taught an octopus to take a selfie (Sony’s Octographer campaign), he bought the Genesis Pukekos to our screen and who could forget the famous ‘Driving Dogs’?
Mark Vette is an internationally renowned animal behaviourist, TV Personality, Zoologist and founder of the ‘Dog Zen’ online dog training program. DogZen online was a dream of Mark’s and a means to enable him to reach and help educate more dog owners to create harmonious relationships with their furr-family. Mark’s training philosophy is that “love is understanding” and ‘Zen’ principals are a central theme to his online training methodology.
We defined his why as: Amazing Results Lovingly which when stacked as a three word tagline has the word ‘Zen’ appear in bold in the centre. This tactic was also used as a campaign construct, to target common dog behaviour problems with short headlines (in which the word zen emerges from the three word headline). A Zen-like design system builds out of Mark’s calligraphic brush-stroke illustration of a Dog contentedly curled up (in a posture which embodies a calm dog in a learning state).
Brand Strategist: Diana Parry
Designer: Georgie Sigglekow
