Morgan Family Pet Services Identity, Branding, and Illustration


In 2016, I launched the Frederick location of Morgan Family Pet Services, a family business that was founded by my in-laws in Ellicott City, Maryland. We needed an identity that highlighted our care for a variety of pets, while remaining friendly and trustworthy.


The logo depicts a smiling mammal to represent both a dog and a cat. The primary logo, a circular seal, illustrates our established, trustworthy family nature, with custom hand-drawn elements to lend a relaxed and friendly feel. A custom illustration was created for use on social media and business cards, with a playful background and visual presentation of animals we care for.