This project focused on designing a warm, community-driven visual identity and a diverse suite of marketing collateral for Fitzgerald Auto Mall’s Pet Adoption Events. The core creative challenge was to blend a corporate dealership initiative with a friendly, high-energy aesthetic that appeals to prospective pet owners and highlights the dealership's partnerships with local animal rescues.
The Design Details
The design system pairs a rich, striking color palette with welcoming, illustrative iconography to build excitement and streamline event logistics:
• Color Palette & Typography: Built around a bold, deep maroon primary color, the identity features cream and soft pink accents that evoke a sense of warmth and care. The event titles use a playful, rounded display typeface adorned with charming custom pet icons (fish skeletons, bones, and paw prints) to clearly communicate the theme.
• Event Promotional Signage: Developed highly scannable marketing touchpoints for physical environments, including a dual-sided A-frame pavement sign designed to catch foot traffic and display essential details like "This Saturday, 10am–1pm."
• Schedules & Digital Outlets: Designed a comprehensive 2023 schedule flyer that lists event locations across different dealerships (including Wheaton, Gaithersburg, and Rockville) and hours. This layout is mirrored in a responsive digital campaign optimized for seamless viewing across laptop and mobile screens.
• Custom Welcome Merchandise: Created a unique, fully custom corrugated cardboard adoption box for families taking their new pets home. The packaging features a repetitive icon pattern along the sides, a central "Congratulations!" stamp with a QR code, and an informational layout on the inside lid detailing community impact and pet care facts.
The Result
A cohesive, feel-good event identity that seamlessly spans print flyers, digital media, on-site signage, and custom packaging. By combining playful typography with organized informational grids, the branding beautifully balances the excitement of pet adoption with clear, professional corporate community outreach.
2023 Pet Adoption A-Frame
2023 Pet Adoption Date Flyer
2023 Pet Adoption Social Post and Email
Pet Adoption Box (Top View)
Pet Adoption Box (Open)
