A large consumer electronics retailer was interested in getting into the consumer tech services business and came to us with their name “firedog” in hand. So that was a given from the get go. The core idea was a simple one based on a commonly held belief with today’s tech consumer, “technology is great, when it works.” So, I love it when it works and quite the opposite when it doesn’t. The mark was designed to be clean simple and eventually could be used without any typography it was so distinct. Unfortunately, that large retailer was Circuit City and we never got to see it play out in the market.

The ads were designed to tap into that frustration we all have felt over the years dealing with our devices. And although we have never destroyed them (well almost never) we certainly have felt like doing it. But wait, Firedog to the rescue.

As with any new brand we had to design everything from employee uniforms to in store signage to the trucks.

The proposed television and online video imagined a world where our relationships with our technology were the ones we always wished we had. Firedog associates were positioned as therapists that could fix your rocky relationship with your laptop or any tech that was giving you problems.