| Abstract | The plight of homeless and neglected dogs in the United States presents a poignant crisis, with over 900,000 dogs flooding shelters annually, resulting in staggering euthanasia rates. Inspired by the enduring love and impact of a beloved rescue dog, this thesis explores the branding and marketing of Huckleberry Hills, a visionary no-kill dog rescue and ranch facility located in Alpine, California. Grounded in comprehensive descriptive research in the form of case studies, this project investigates brand identities, advertising strategies, and business models within the realm of dog rescue and related industries. Research also delves into the history of the canine euthanasia crisis and other relevant historical topics.
The culmination of this research is the development of Huckleberry Hills, a holistic solution designed to address the lack of housing and resources for homeless dogs. This includes the creation of a robust brand identity, encompassing logo design, advertising campaigns, and both digital and print collateral. By providing dogs with ample space, medical care, and rehabilitation opportunities, Huckleberry Hills aims to increase adoption rates while simultaneously educating and engaging with the community in its unique business model, transforming the lives of countless rescue dogs. |
