BarkBlock

Brand strategy · Visual identity · Art direction

BarkBlock website hero: Where dog-friendly workplaces work, set against a subtle navy brand pattern
Employer dashboard captured from barkblock.io, with dog profiles, office capacity, and approval queue

Visit barkblock.io ↗

The HR tool for dog-friendly offices

BarkBlock is a self-initiated concept for dog-friendly workplaces. It brings together the everyday joy of having a dog nearby and the practical planning that helps a shared office run smoothly.

I built the brand from the first idea through positioning, identity, art direction, a live website, and app concepts. Care and coordination became the thread: something welcoming for employees and dependable for the teams making dog-friendly work possible.

My role — Concept development · Brand strategy · Visual identity · Art direction · Digital design

Status — Brand website live. Product implementation and customer validation are planned.

The visual identity

The dog-and-calendar mark makes the idea easy to recognize. Navy gives the identity a steady foundation, while teal highlights actions and status. Rounded shapes and warm neutrals bring a little softness to a practical workplace tool.

I developed the logo family, colors, typography, and icons as one flexible system, so the brand could move naturally between the website and product concepts.

View brand guidelines in Figma ↗

BarkBlock logo system showing primary, reversed, icon, color, and clear-space variations

A shared design language

Buttons, badges, and profile cards carry that same language into the interface. I kept the hierarchy clear and the visual cues familiar, so everyday decisions could feel straightforward.

The employer dashboard and employee app share a visual foundation, with room for the different tasks each needs to support.

BarkBlock interface system with buttons, status badges, and dog profile cards

The app experience

The six employee views explore how a day with a dog might unfold: a recommendation, a reservation, a walk, or an invitation to a teammate. Each is a chance to make the brand useful in a small, everyday moment.

The next step is to learn from workplace teams and employees through customer discovery, usability testing, and a small pilot. The workflows shown here are concepts, with validation still ahead.

Website app views: home dashboard, daily recommendation, and dog-day reservationWebsite app views: calendar, walk windows, and walk-together invitations
Home · Recommendation · Reservation · Calendar · Walk windows · Walk together

App concepts from the live BarkBlock website. Features shown are proposed.

The art direction

I wanted the imagery to feel like a workday people could picture themselves in. Warm light, relaxed interactions, and dogs naturally at home in the office give the brand a welcoming, consistent tone.

BarkBlock workplace scene with an employee at her desk and a dog resting beside her
BarkBlock brand scene of an employee and dog beneath a better together sign

Concept brand imagery from the BarkBlock website.

Next

High Flying Foods