Case Study

EFR Mini Heelers – Arizona

Website & Branding project

The standard of coaching at wfc really impressed. After just a few sessions we can already see a huge improvement in the confidence and ability of our students.

EFR Mini Heelers – Arizona came to as a new business just getting started. We had an advantage, in that they’ve started off as a partner of EFR Mini Heelers of Santa Rosa, California, with permission to use the existing branding. As the first partnership for the California kennel, we were fortunate to have the option to just use the branding developed by the founder, or to create a whole new visual identity. I chose to compromise. To find the “sweetspot” in the middle. Taking the original branding, and update/customize it, so that EFR-Arizona had their own identity, yet still maintaining a visual connection between the partners.

Logo

I find the Logo to be the cornerstone of the branding project, as it is used in so many different ways. That being the case, this was where I started.

Original

This is what we started with. While it looks nice, there were a few immediate issues. One of the bigger being, this was a raster image, only 150×134 pixels, used as a Header logo, it worked fairly well in its place, but didn’t scale. Further, I was unable to determine what typeface was used. So my first step was to remove the existing type, and vectorize the artwork. 

Vectorized Artwork

Once vectorized, I updated the plain circular stroke around the artwork, just to make it a little more interesting.

Finalized Artwork

As it was such a core part of the name of the business, I wanted to focus on the aspect of its location in Arizona. The Arizona State flag is the perfect combination of simple design, while being both eye-catching and recognizable.

Website

Again, with the website, I wanted to make it complement its partner, while maintaining its own individuality. This involved a lot of review, revisions and research.

The site went live on February 11, 2026.