Who let the dogs out?

From the very start, we understood the importance of trust in the design process. We were also given a platform to come up with creative ideas that initially had no concrete path (as yet).


DNA trusted us and we were given ample freedom and flexibility. This made way for a great collaborative start.

What we did

Agility is the key

In constructing the new final frontier, we wanted to hit their target audience. We set our sights on deep space and planetary exploration to fill our image black hole.


We even turned our sight to vintage space race graphics and concepts to build up menus, shortcuts, and navigation. Finally, we gave a tone of voice to the site – a cheeky yet witty ‘inside voice’.


Measure of success: When we kick started this project, we focused mainly on the branding.