ROYAL YORK ANIMAL HOSPITAL
DESIGN PROSE
Medium: Microsoft PowerPoint, Canva, Photoshop, Firefly, Sketchbook
Styles & Techniques: Print Design, Advertising, Digital Illustration
This creative exercise involved creating a roster of sample material mockups for Royal York Animal Hospital in Toronto, Ontario. Materials include posters, cards, banners, Instagram posts, and a digitally illustrated wall decal concept. Overall, the central goal of this project was to create a far more coherent brand image for Royal York Animal Hospital, keeping the newly set colour scheme, imagery, and theming consistent throughout all materials.
ORIGINAL MATERIALS
My first impression of these materials was that while most were well-designed, they mostly lacked coherence and consistency in theme, colour, and overall structure. Set branding standards and guidelines were obviously needed to create materials that could be immediately associated with Royal York Animal Hospital at a glance.
Instagram Posts
Print and Digital Materials
REVISED MATERIAL
I could tell from certain existing materials, such as the clinic’s website and existing social media posts, that the colour scheme of Royal York Animal Hospital largely consists of earthy colours, including dark and light greens, browns, and cream colour palettes (as shown below). A bone-patterned background was also created for use in various materials. This was inspired by two existing Instagram posts using a similar background; I hoped to create further consistency by incorporating such in future materials.
Colour Scheme & Bone-Patterned Background
Instagram Posts
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Internet Outage Post
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"Don't Wait... Vaccinate!" Post
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Senior Wellness Package Post
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HealthyStart Program Post
RYAH Instagram Page Mockup
All the posts above, formatted for Instagram's square layout, follow similar patterns regarding colour, backgrounds, and imagery. This approach not only ensures consistency but also creates a sense of harmony and instant familiarity for users as they explore the page or scroll through their feed. By using bright yet visually pleasing colours and imagery, I aimed to catch the user's attention immediately, ensuring that the message is conveyed. Additionally, I focused on maintaining consistency in other elements, such as slide-out bars to emphasize important information, including several key details in each post, and most importantly, placing the clinic’s logo and contact info in the corners of every post. This was particularly significant for the HealthyStart post, which I initially wasn’t aware the clinic owned.
Imagery was a key focus when creating each post to accurately and humorously reflect its accompanying message. One of my personal favourites was the original "Don't Wait… Vaccinate!" post template, which featured a photograph of my cockapoo as a puppy (the background was removed using Photoshop). His adorably annoyed expression perfectly captured the common reluctance of dogs to receive their annual vaccinations. Each post's imagery was designed to convey both humour and comfort, aiming to present a positive and welcoming image to prospective customers.
The mockup of the Instagram page demonstrates that incorporating posts like these would create an aesthetically pleasing and cohesive look for the entire page. By maintaining consistent style and colour, this approach would help establish a recognizable brand image.
Banner Adverts
Senior Wellness Package Ad (Banner Format)
The original banner advert for the Senior Wellness Package was nicely designed but did not align with the clinic's brand in terms of style and colour. Additionally, it noticeably lacked the clinic’s logo. To ensure consistency, the revised banner mirrors the design of the Instagram post templates, featuring a bone-patterned background, a slide-out bar, and the clinic’s logo in the upper left corner, with contact information at the bottom left. I also chose a photograph showcasing older but healthy pets to create a positive overall impression. Playful, paint blob-like frames were included to enhance the uplifting feel of the brand. I also selected a stock image specifically featuring a food bowl, highlighting one of the package's main offerings: nutrition and lifestyle advice.
Posters
General Poster
HealthyStart Poster
The clinic's main poster needed to adhere to the newly established branding standards and guidelines while also standing out on its own. The bone-patterned background and standard shades of green, gray, and cream are consistently used throughout. I incorporated waves and swooshes to convey a sense of action, movement, energy, and liveliness: qualities often associated with pets.
To determine which information should be included and emphasized, I examined other clinic posters. The use of a slide-out bar, now a staple in all materials, proved to be an effective way to highlight important information. Additionally, including imagery of some of the clinic's services and a view of the front of the building was essential to provide a good preview of what the clinic offers.
The HealthyStart poster was relatively straightforward to complete, as the original design was visually appealing and had the information well-organized throughout the layout. However, like the related HealthyStart materials, it lacked a clear indication that the program was affiliated with the clinic. Therefore, in my updates to these materials, I made sure to add the clinic's logo and incorporate the established colour scheme, along with the standard bone-patterned background.
Card Adverts
General Card
"Shop Online" Card
Creating these card advertisements was particularly interesting, especially the general card. I believed it was important to provide both poster and card-sized versions of the clinic's main poster, offering options for display or distribution to prospective customers. This specific card required rearranging elements to fit the new format while maintaining consistency for immediate recognition with the original poster. This was largely achieved through the placement of imagery, as well as the familiar usage of green waves and swooshes.
The "Shop Online" card was especially challenging, as it very much needed to adhere to branding guidelines. The original design resembled PetSmart more than the Royal York Animal Hospital, using a bright red background with a small, nearly imperceptible logo. In my updated version, I naturally incorporated various shades of green, prominently featured the clinic's logo in the upper left corner, as well as added a cute and appropriate image. This addition significantly improved the original card, which had been excessively bare.
Wall Decal Concept
RYAH Wall Decal Concept
This wall decal concept was created with input from the staff, who expressed a desire for an "animated" design to be placed on the wall behind the front desk. I aimed for an illustration style that reflects classic animated films and children's book illustrations, enhancing its friendly and welcoming feel. The main structure of the design also incorporates the clinic's logo, featuring a dog and cat touching noses, which has been retained in the final design. Additionally, I included various other pets to create a fuller and more playful look, representing the diverse species and breeds that Royal York Animal Hospital serves. The colours of these pets were carefully selected to align with the established colour scheme, primarily featuring soft browns, yellows, and grays.
