I was contacted to create the branding and packaging for a new dog product that kept dogs safe on car journeys.

To create the brand I wanted an iconic symbol that was instantly recognisable to all dog owners and to me that was the dog tag. So I used a simplified version of that and went about looking for fonts that had the personality I was looking for: strong, movement, dependable and unique. I couldn’t find such a font so I decided to create my own to use for the word Sit!. I liked the idea of mirroring the ‘i’ and ‘!’ so while designing the font I wanted to make sure these two characters looked almost identical. The colours needed to be vibrant but also have a feeling of trust and safety about them.