PetFriendly Portland Adventures: A UX & Branding Case Study

Building an Adventurous Brand for Dog Lovers in Portland

PetFriendly Portland Adventures is a brand dedicated to showcasing dog-friendly outdoor experiences in Portland. The goal was to establish a bold, nature-inspired identity that reflects the adventurous spirit of the city while creating a seamless online experience for dog owners looking for scenic outings.

As the sole designer, I worked closely with the business owner to craft a cohesive brand identity, develop marketing assets, and build a visually compelling website that put her dog photography at the forefront

The Challenge: Defining a Unique Outdoor Adventure Brand

The client wanted a brand that felt adventurous yet warm—something that would resonate with Portland’s active, pet-loving community. Key challenges included:

• Creating a distinctive visual identity that captures Portland’s fall-inspired landscape.

• Designing a user-friendly, single-page website that highlights dog-friendly outings.

• Empowering the client to feel connected to the brand through collaborative design decisions.

The project required a seamless blend of branding, UI design, and web development, ensuring that every element—from colors to typography—felt cohesive and immersive.

The Solution: A Nature-Inspired Brand & Engaging Website

1. Establishing the Visual Identity

I started with a color palette inspired by Portland’s fall landscape, featuring deep greys, warm yellows, and rich reds to evoke a sense of adventure and comfort. This theme extended across all branding materials, ensuring consistency across digital and print platforms.

Key Deliverables:

✅ Logo Design – A clean, minimalistic emblem incorporating pet-friendly symbols.

✅ Color Palette & Typography – A dark grey background with warm accents to create contrast and warmth.

✅ Branding Materials – Business cards, social media templates, and marketing assets for a unified look.

2. Designing the Website: A Focus on Simplicity & Imagery

To make the website visually engaging and easy to navigate, I designed a single-page layout that allowed the client’s photography to take center stage. The design emphasized bold imagery, clean typography, and intuitive scrolling to create a seamless browsing experience.

Tools & Insights:

✅ Wireframing with Figma – Initial layouts ensured an efficient content structure.

✅ User-Centered Navigation – A streamlined design made it easy to explore adventures.

✅ Client Collaboration – Regular feedback sessions helped refine the website direction.

3. Transitioning from Figma to Framer

This project marked my second experience using Framer for website development after previously working with Webflow. While Framer offered efficiency and ease of use, I discovered notable differences in functionality.

Key Findings:

✅ Seamless Figma Import – The copy-and-paste feature simplified asset transfer.

✅ User-Friendly UI – Framer made real-time design adjustments intuitive.

✅ Feature Limitations – Lacked some of Webflow’s advanced animation and customization options.

Despite these limitations, Framer’s frequent updates show promise for enhanced flexibility in the future.

Lessons Learned: Managing Client Expectations & Project Scope

One of the biggest takeaways from this project was the importance of setting clear revision limits. Since the contract didn’t specify defined rounds of revisions, the project timeline extended as the client’s ideas evolved.

Moving forward, I will:

• Define scope and revision limits in contracts to prevent scope creep.

• Balance client involvement while maintaining project efficiency.

• Ensure clear timelines to manage expectations effectively.

Final Outcome & Impact

The final website and branding package successfully captured the adventurous essence of PetFriendly Portland Adventures. The combination of a bold, dark-themed design with warm autumnal accents created a visually distinctive identity that resonated with the client and her audience.

Project Highlights:

✅ Empowered Client Engagement – The client was actively involved, strengthening her connection to the brand.

✅ Seamless Design Transfer – Figma-to-Framer workflow improved efficiency.

✅ Stronger Project Management Skills – Improved understanding of contract structuring and timeline management.

Conclusion

Designing PetFriendly Portland Adventures was a rewarding experience that expanded my expertise in branding, web design, and client collaboration. This project reinforced my ability to adapt to new tools, manage expectations, and create a compelling visual identity that aligns with a client’s vision.