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For the Love of Dogs

A Kalamazoo, Mich.-based company founded in 1898, the United Kennel Club (UKC) is the largest all-breed performance-dog registry in the world, registering dogs from all 50 states and 25 foreign countries. Celebrating the unique Total Dog philosophy, UKC events highlight the instincts and heritage of dogs that look and perform equally well, as more than 60 percent of its annually licensed events are tests of hunting ability, training, and instinct. UKC prides itself on its family-oriented, friendly, educational events, welcoming both purebred dogs and dogs of unknown ancestry.

In 2015, UKC hired LKF to guide them through a complete redesign of the aesthetics and functionality of its website. The old site housed thousands of disjointed pages, none of which were mobile-friendly. Before long, we realized that a full rebrand was in order, so we designed a new logo and color palette for UKC. This new branding was then translated to the website design and uses a color coding system to highlight the different areas of UKC’s business: orange for hunting, blue for show dog events, green for dog registration, and purple for all things UKC.

This branding theme is used in all digital and print efforts.

Services Provided

Account service, competitive analysis, copywriting, experience design, graphic design, hosting, programming, public relations, search engine optimization, strategic planning, usability and accessibility analysis, vendor management, website architecture planning, website maintenance and reporting

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