Second Chance Dog Rescue, located in San Diego, California, rehabilitates and re-home dogs that would otherwise be euthanized due to overpopulation. This customised branding system seeks to portray their organization as passionate, professional, friendly, welcoming, and caring. It also aims to raisie awareness about the environment and to foster dog adoption through the friendly logo, collaterals, ephemera, adoption badges and website design. This project was a collaboration with Cristina Flores, a graphic designer from Mexico.