Thinking of Kit as something more broad and impactful was easy. I began searching any connections it can have with adoption agencies and the process it takes to not only adopt a dog or cat, but to raise it as well. After extensive research on the topic, including a competitor’s audit, a poll, driving to animal shelters, I figured out Kit’s mission and positioning. With the target market in mind, I began sketching and exploring logo marks. Ultimately, what fit Kit the best was a typographical logo with a simple dog tag as the dot of the ‘i’. Moving on with the application, I wanted an experience where the user relied on the app to keep track of essential information for the kitten, as well as being a source of help in times of need. While Kit strayed far from the original packaging concept, the overall message of adoption, education and love still resonates.