Creating a new brand for full-service urban pet care

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Introduction

Full service pet-care for passionate city dwellers

A sustainable future depends on homes that can not only produce but store their own energy. By storing solar, homes can power themselves through the night, eliminate gas appliances and even feed back to the grid at times of peak demand.

Lunar Energy was founded in 2020 to help move the world towards all-electric homes.

Daylight has been Lunar’s design partner from the beginning.

Knollo is a new brand that is elevating urban pet care and services. Located in the heart of Seoul, Knollo’s flagship center provides pet daycare, medical care, fitness, pools, shops, and restaurants.

Daylight established a holistic branding system for this new-to-the world venture, including naming.

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Logotype

Moving freely, happier together

The inspiration behind Knollo’s dynamic logotype is the healthy, two-way relationship between animals and humans. Angular human feet and round pet faces can be found in the letters. Each moves freely, and are happiest together.

The dynamic identity system also embraces oval shapes, allowing for the efficient expansion of sub-brands with brand consistency.

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Prior to our rebrand work, the San Francisco Health Network's messaging placed emphasis on the providers and the system. The Network described itself as the City’s “only complete system of care.” The Network logo was an icon of the Golden Gate Bridge.

Through our work, we wanted to shift focus from describing the system to communicating the value added for the patient. We sought to:

Publicly reaffirm San Francisco’s commitment to accessible health care for all of its residents, regardless of immigration status or insurance;
Create a unifying brand that resonated deeply with patients and staff; and
Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.

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Naming & Color

A name that makes your tail wag

As silly as it might seem, we designed a brand that would work for both humans and animals.

The name 'Knollo' means 'to play' in Korean. It’s also an easy sound for dogs to recognize. “Who wants to go to Knollo?!” quickly becomes the phrase that leads to lots of tail wagging.

Even the color contrast works well for pets. The simple vivid blue is recognizable for both humans and animals.

Learn more

Prior to our rebrand work, the San Francisco Health Network's messaging placed emphasis on the providers and the system. The Network described itself as the City’s “only complete system of care.” The Network logo was an icon of the Golden Gate Bridge.

Through our work, we wanted to shift focus from describing the system to communicating the value added for the patient. We sought to:

Publicly reaffirm San Francisco’s commitment to accessible health care for all of its residents, regardless of immigration status or insurance;
Create a unifying brand that resonated deeply with patients and staff; and
Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.

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Impact

Grand opening

Knollo’s flagship center, called 'Knollo Square' has just launched in Seoul. Pets can frolic in play centers and pools. Their veterinary needs can be taken care of at the clinic. And they can play with their animal friends at the daycare center while their human companions enjoy the shop and restaurants. Urban pets and their owners couldn’t be happier.

Learn more

Prior to our rebrand work, the San Francisco Health Network's messaging placed emphasis on the providers and the system. The Network described itself as the City’s “only complete system of care.” The Network logo was an icon of the Golden Gate Bridge.

Through our work, we wanted to shift focus from describing the system to communicating the value added for the patient. We sought to:

Publicly reaffirm San Francisco’s commitment to accessible health care for all of its residents, regardless of immigration status or insurance;
Create a unifying brand that resonated deeply with patients and staff; and
Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
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