American Kennel Club
The American Kennel Club has been advocating for dogs and responsible ownership for over 140 years. In 2025 they looked for a brand campaign that would bring in registration and engagement from a younger audience. “Everything We Do, We Do for Dogs” serves as an anthem, expressing the bond between dogs and their owners and showing how AKC is there for every step of the way.
Art Direction • Design • Motion Design
THE CHALLENGE
As younger generations of dog parents continue to grow, AKC identified an opportunity to modernize its brand and better connect with Millennial and Gen Z owners, many of whom were unaware of the full range of services and resources the organization offers.
Research showed that these younger audiences were likely to become dog owners while going through major life events like buying a home, having kids, or starting a new job. The campaign needed to meet the audience where they were at with art direction and messaging that resonated and showed how AKC is a partner for life.
THE SOLUTION
”Everything We Do, We Do for Dogs.” reframes AKC as more than a historic institution, but an advocate. Throughout the campaign, dogs are shown as lifelong companions and AKC is positioned as a partner for every step of the way.
Photography and video reflect a younger audience and a diverse generation of dog owners. From first apartments to parenthood, dogs are shown as an emotional anchor in life’s biggest moments. These intimate, authentic visuals create relatable communication and instill trust.
Moving down the tunnel, the registration campaign shows the primary audience as an advocate for AKC. Through action instead of instruction, it highlights how registration supports responsible ownership, breed preservation and the welfare of all dogs.
The campaign is supported by energetic blues and a friendlier typeface that brings a contemporary approach and compliments their historic logo.
