The Challenge:

Our Community Outreach Manager came to me with a need: we would be doing a collaboration with one of our toy vendors to create custom toys to raise money for local spay and neuter clinics, and she needed a brand name, look, and theme.

​

My Solution:

I knew we wanted to put the toy's logo on the toy itself, which can go either way with a customer; if the brand or logo doesn't hit the customer's fancy, then that alone could cause them to pass it by. So I wanted to come up with a name and logo that could still appeal to people who weren't familiar with the brand. There was a lot of brainstorming, but remembering that spaying and neutering is often referred to as "fixing" started me on the right path. Putting that together with an already existing idiom ("big fix") and then adding "friends" to the name ultimately got us to Big Fix Friends and the "BFF" logo. A band aid with a heart finished off the story. I have to admit, this is one of my proudest branding journeys.