Problem: The illegal puppy trade in the UK is sometimes inadvertantly funded by innocent people who lack the knowledge to make the best decision for puppies and themselves.

Campaign: YOU NEED'A GOOD BREEDER'

​

My research led me to focus on breeders. The concept was to use different Google fonts to create (breed) dogs. I wanted the design to appeal to people as something they may want to own and share as a way to help spread the message. This was prompted by an understanding that many dog owners enjoy dog accessories and merchandise.