Snappymax. It’s an online pet-wear retail start-up. They wanted something dog-centred but non-specific when it came to the breed. There’s a bias towards froufrou dogs when it comes to the public face of dog-wear retail, so we opted for making Max more of a mutt. His posture is ambiguous; is he lounging or jumping? Colours, form, and typography are friendly and reductive – he (Max is the Ken of the dog world. Poor fellow) acts as a swatch template for the palette of colours and patterns available. Typeface is Gotham Rounded Bold. Still early days with the project.