Bideawee: A Passion for Pets

What on earth does Bide-A-Wee mean, anyway? It’s a Scottish phrase meaning “stay awhile”, and is also the name of one of the country’s oldest and most revered animal adoption and veterinary organizations. Despite its stellar reputation, Bide-A-Wee was struggling with a dreary identity and a difficult-to-remember (and pronounce!) name. We thought, what about just Bideawee? Aah, better already.

With a simplified name, we built a brand identity to help attract new fundraising opportunities, excite an existing client base, engage staff and volunteers, and reflect the feelings “pet parents” have for their furry companions. The logo is an interchangeable dog or cat face that appeals to lovers of both species, and the bright pink looks great against any color of fur. The system was such a success that Bideawee raised as much money online in the first month after launch than they had in the entire previous year. We couldn’t be more proud.


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Carbone Smolan Agency combines content, technology, and art to create brand strategy and design systems for the physical and digital worlds

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