Bully Bites
Branding ✦ Event Design ✦ UI Design
ABOUT
Bully Bites is a fundraising event featuring a Philadelphia cheesesteak hop, benefiting the Philly Bully Team, a non-profit, foster-based rescue organization for bully breed animals.
Introduction
Background
The Philly Bully Team is a Philadelphia-based non-profit animal rescue founded in 2018. Due to the overwhelming amount of bully breeds ending up in shelters, this rescue was created for — but not limited to — pit bulls and bully-type dogs. Philly Bully Team is most well known for taking in severe medical cases, which is why they are constantly in dire need of donations.
Concept
The goal was to create an event, authentic and true to Philadelphia, that would increase awareness and raise money to help the Philly Bully team continue providing the service they do. Philadelphians love a variety of things including, but not limited to: meat, booze, competition, and sports. Philly is really well known for our cheesesteaks, which fulfilled a theme of authenticity. The combination of cheesesteaks paired with a competition was the perfect solution for this event.
Research
Audience
Families and 20–30-year-olds located in or surrounding Philadelphia.
User Personas
Drafting personas helped pinpoint my audience and determined brand decisions by having detailed participants in mind. The Bully Bites audience is adventurous, enjoys helping others, and loves animals.
Mood Board
Friendly, loose, playful, and inviting are all words this brand needed to convey. Bully Bites branding was largely inspired by expressive illustrators like Fred Blunt. A pastel color palette of gentle oranges and cool blues is appropriate for Bully Bites, as it conveys a non-aggressive tone when paired with the topic of Pit Bulls.
Branding
Logos
Logo ideation began with sketching to get the creative juices flowing. As the brand evolved, the Bully Bites logo took on an illustrative and expressive approach. Designing a brand that held a balance between playful visuals and the name Bully Bites was important to effectively engage our audience and convey who we are.
Final Brand Identity
Many revisions later, an approach with more personality was adopted. Having a serious name combined with a friendly, non-aggressive illustration style depicts a brand that is trustworthy, yet playful.
Design
Website
The Bully Bites website is designated for learning about the event and registering for the hop. With the complexity of the brand, it was important for the website to be as user-friendly as possible.
Bully Bites landing page is defined with a hero image featuring an illustration to foreshadow our brand. The homepage includes the most important information participants will need to access such as about us, how it works, participants, and registration. Bully Bites website is a clean, informative spot that briefly introduces users to who we are.
Registration lives on the desktop website. Registration is simple: sign up, select donation, order your meals, checkout, and pay. Following registration comes a confirmation page.
Mobile App
The most important interactions that users perform is within the mobile application. Participants scan tickets, call shuttles, and vote on their favorite cheesesteaks. Orders are pre-determined during registration, so each participant has a QR code to be scanned at every stop on the hop. After login, the user lands on the homepage with their personalized QR code and a restaurant checklist. Participants call shuttles to pick them up and drop them off at the next location of their choosing. When each restaurant has a checkmark next to it, users are prompted to vote. Each participant has access to a voting screen to rank their favorite to least favorite cheesesteak of the day. After submission, a feedback screen pops up requesting the user to rank the hop and provide feedback on their experience with Bully Bites.
Social Media
Our Instagram page is a place to learn more personally about Bully Bites and the Philly Bully Team. On Instagram, we announce participants/winners and pups for adoption. When looking at pictures of adoptable dogs, I noticed a common theme of photos that seem to be taken half-heartedly. Our solution to this is adding a simple illustration to an image, making the dog feel much more special.
Creative Direction: Kelly Holohan
Design: Lexi Birzes
Duration: 15 Weeks
Institution: Tyler School of Art & Architecture
Photos: Philly Bully Team