The Project
The Grooming Project was doing incredible work, but the name wasn’t carrying that weight. So we reimagined it as Pawsperity, a brand that ties pet care directly to economic opportunity and long-term stability.

The identity leans into that duality. It feels warm, human, and playful like pet care, but also feels credible. Modern script-inspired typography is paired with a system of repeated elements, like type and grooming tools, to create a cohesive brand system. The new brand that feels as transformative as the program itself.

Agency: Global Prairie, Lead Designer with Katie Rueschle (CD)
Client: The Grooming Project / Pawsperity