Lux&Co, a Colorado-based dog boarding and pet services company, reached out in need of a formalized visual identity to elevate their rapidly evolving business.

What began as an informal dog-sitting service soon flourished into a profitable pet boarding house, and the founders wished to capitalize on growing momentum and establish an identifiable brand.


After several rounds of exploration, we arrived upon a strategy that balanced the friendliness and professionalism integral to their mission.

The final logo is illustrative without leaning into cliché. A playful paw print roots the visual in the general pet services industry, while the implied house shape communicates both a sense of family and Lux&Co’s primary business offering.

Lux&Co Facebook profile mockup

Agency: Freelance Project
Client: Lux & Co.
Design Lead: Sarah Dean