Navya Arora’s Empathetic Rebrand for Leader Dogs for the Blind Inspires Action

Leader Dogs for the Blind is a non profit organization that helps visually impaired people by pairing them with guide dogs and providing them with training and tools that help that regain their independence and freedom. Building on this foundation, and with a focus on reclaiming the leadership of their own life, the rebrand takes an initiative and compassionate tone. The rebrand is more than a visual update; it is an attempt in creating empathetic awareness of the challenges experienced by visually impaired people. The leader dog is not just another dog, but a companion, leader and a guide for them. I developed the strategy, dog illustrations and the icon pack. The Logotype is a simple and minimal reference to the ear of lowercase letter ‘g’ mimicking the movement of a dog’s ear wagging, a