In a world where pets are considered family, communities are slowly catching up. Marin Humane, with the support of the City of Novato and a grant from Mars Petcare, set out to accelerate that shift by launching Pet Inclusive Novato: a program designed to encourage local businesses, housing providers, and workplaces to adopt pet-friendly practices. But they needed more than policies. They needed a brand that would resonate with both heart and pragmatism and rally an entire city.

The brand identity for Pet Inclusive Novato was built from the ground up to create a visual and verbal system that could unify diverse stakeholders—sole proprietors, landlords, and city leaders alike—around the idea that being pet-inclusive is good for business, community, and well-being. The identity is centered on warmth and clarity, with a seal that businesses can proudly display, designed to feel both official and welcoming. The broader system includes a custom website, informational one-sheet, brochure, and event collateral. It features playful yet professional typography, photography that reflects a range of pets (not just dogs!), and an optimistic, accessible color palette.

At a time of housing scarcity and social fragmentation, pets are more than companions, they’re bridges to connection. Pet Inclusive Novato is proof that with the right brand and strategy, even small programs can spark big cultural shifts.

Agency: Good Stuff Partners