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Paws & Pals 2026 Rebrand

Client
Paws & Pals, VCLA Media
strategy

Brand progression
Future scalability

identity

Expanded colour palette

Personality-led visuals

experience

High-impact branding

Flexible creative system

activation

Social campaign assets

Large-format applications

Merchandise integration

Situation

Paws & Pals launched in 2025 with a softer, playful identity built around muted orange, lilac and sage tones, paw-inspired details and real dog imagery. With the return of the activation event in 2026 for HomeHQ, the brand needed to evolve. The event itself was growing in ambition, visibility and rollout, and the identity needed to feel more confident, more current and better prepared for where the brand is heading long term, an independent expo.

Focus

Refresh the visual identity while building a stronger foundation for future growth. The updated direction needed to work harder across more applications, from social and signage through to merchandise and large-format event branding, while giving the event a clearer personality and more standout presence.

Event Brand Refresh & Evolution

The 2026 refresh pushed the brand into a bolder, more expressive direction while keeping the recognisable personality of the original launch.

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We expanded the colour palette, increased contrast and introduced more graphic flexibility across the system. The identity became less soft and minimal, and more energetic, playful and designed to stand out in busy event and retail environments.

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Real dogs remained central to the branding, but with more personality-led imagery and simple yet expressive compositions that gave the creative more life and individuality. Supporting line illustrations and graphic elements were introduced throughout the system to add movement, humour and flexibility across assets.

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Importantly, this wasn’t just about making the event look different for one year.

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The refreshed identity was designed as a stepping stone toward the future growth of the brand — creating a system that can continue to scale as Paws & Pals evolves into a larger brand platform over time.

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The Execution

The updated identity was developed to flex across:

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  • Social campaign creative
  • Event marketing assets
  • Signage and large-format applications
  • Merchandise concepts
  • Exhibitor integration opportunities
  • Digital and print collateral

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The system allows the brand to feel consistent while still giving flexibility to create new content, themes and campaign moments as the brand continues to grow.

Outcome

The refreshed branding gave Paws & Pals a stronger, more recognisable presence for 2026 while laying the groundwork for its future evolution.

The identity now feels more adaptable, more expressive and better suited to the scale the brand is growing toward — helping position Paws & Pals as more than just a shopping centre event, without losing the approachable personality people connected with from the beginning.
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