case study: Brand Refresh for belgian malinois breeder

Kim Cerio returned to Weird Hand Creative for a brand refresh for her Belgian Malinois breeding program. She previously worked with another designer but discovered that her logo files were not copyright protected, not vector-based, and lacked a cohesive brand identity. Without proof of file ownership, she needed a fully original, legally secure logo that she could use across all marketing platforms. Additionally, she had no defined color palette or typography, and her existing files were low-resolution, making them unsuitable for larger-scale printing.

Another key request? She wanted to incorporate an inspiration image of her Belgian Malinois, Lana, a powerful visual that captured the intensity and drive of her working dogs. (see below)

Our Solution

We took a strategic, art-first approach to rebuild her brand identity, ensuring it was strong, professional, and ready for relaunch.

• Logo Redesign: We redrew her existing logo into a custom, high-resolution vector file, ensuring full ownership and versatility for digital and print use.

• Inspiration Integration: Using the image of Lana as a reference, we incorporated dynamic, action-driven elements into the design, creating a logo that reflects the bold, working-dog nature of her breeding program.

• Brand Identity Development: Without an established color palette or typography, we curated a cohesive brand aesthetic that aligns with the strength, intelligence, and drive of Belgian Malinois.

• Scalability & Print-Readiness: The original files were low-res and non-vector, meaning they couldn’t be enlarged without losing quality. We provided scalable vector files, ensuring her brand looks professional at any size—from social media to merchandise and signage.

The Result

With a refreshed, high-impact brand identity, [Client’s Name] is fully equipped for her breeding program relaunch. The new design not only provides her with a legally protected logo and scalable branding assets but also integrates a personal touch by honoring Lana’s image in the design. Now, she has a strong, recognizable brand that reflects her expertise in working dog breeding.