Houndstooth Magazine:

A One-of-a-Kind Dog-Friendly City Guide

A magazine made just for the dog people of PDX, covering the pup-friendliest spots to shop, eat, play and stay.

Industry: Publishing, Tourism

Service: Brand Positioning, Naming, Brand Identity, Brand Messaging & Copywriting, UX/UI, Shopify Website Design & Development, Magazine Concept, Design, Writing, Editing & Distribution

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Over the course of just six months, our team established the magazine’s name and visual brand world, edited and designed Issue 1: Let It Rain!, and designed and built the digital homes for both Houndstooth PDX and the national franchise, Houndstooth Guides.

Logo featuring a stylized dachshund with the text 'Houndstooth Portland'.

Imagine one resource for all of dog-friendly Portland—or any other major city. With over 82,000 dogs registered in Multnomah County, and national spending on pets increasing even during a recession, this publication franchise needed a quick turnaround for their inaugural issue in their flagship city.

A dog in a grassy field with an open "Portland Dog Parks Map & Guide" featuring a colorful map of Portland dog parks.

Designed to scale beyond its Portland roots, the visual brand world leveraged a custom font comprised of directory iconography, a friendly mascot named Doggo, and a ready-to-use, comprehensive brand kit, complete with social media templates and messaging directives. From cover to cover, Houndstooth in print brings all the doggy goodness any canine-lover could want, paired with elegant type and thoughtful content, including a pullout dog park map, seasonal features and gear guide, and extensive directory listings for all the businesses in town that cater to hounds and their humans. 

Magazine spread of Wild Pup Adventures featuring an article titled 'Pack Goals Realized.' The left page shows text about the business, a photo of a person with a dog, and a quote about humility and learning from dogs. The right side has an image of d
Dog resting on a person's lap with a beer glass. Text reads "Get Cozy: Our Top Ten Covered patios, firepits, and indoor spots for you and your pup."
Cover of the 2021 Houndstooth Portland media kit featuring playful dog graphics and a badge for "Portland's Dog-Friendliest City Guide."
Portland Dog Parks map and guide showing various parks with details about features such as fenced areas, hydration, off-leash zones, and seating. Highlights include Chimney, Albert, Fernhill, and others with icons indicating specific amenities. Publi
A dog in a plaid scarf sits in a cafe next to a strawberry smoothie. Text reads "Eat & Drink" and describes Portland's dog-friendly dining scene.
A wet dog in a raincoat surrounded by ferns and trees with text saying "Guess what... it's raining! Sounds like perfect weather." Also, a QR code with mention of "Doggo's Happy Trails Mapped on Google." The scene is in a misty forest.
Coffee roaster machine with a stack of magazines on a wooden table.
"Pup It Up" text on peach background
Cover of Houndstooth Portland magazine featuring a dog wrapped in a patterned towel with various articles highlighted about dog-friendly places in Portland and gear guides.
Three pages from a dog-themed magazine called Houndstooth Portland, featuring articles about Portland dog parks, a dog wrapped in a blanket on the cover, and an article with a photo of a dog in a forest.
Group of dogs playing in a shallow river with mountains in the background, accompanied by a quote about humility and respect.
A woman is sitting on a couch with a French Bulldog, gently massaging the dog. The background features a colorful wall hanging. Text on the left highlights the abundance of veterinarians and holistic pet care in Portland. "Wellness" is vertically wri
A curly-haired dog running on a wet beach holding a stick in its mouth. The background is cloudy with sunlight peeking through. Large text reads "Let it Rain" with a subtitle mentioning rainy day trips and dog washes.
Text "WOOF! THERE IT IS" on light blue background.
A dog with curly fur wearing a green jacket is standing in a snowy forest with trees covered in moss. The text on the image reads 'Happy Trails & Happy Tails' and provides information about Powell Butte Nature Park, describing it as a nature destinat
Promotional poster featuring two dogs. One is wearing a sweater with a "too cute!" tag, and the other is a shaggy dog on a beach. Text reads, 'Goodest Gear Guide, Rainy Season Edition,' 'Love, Doggo,' 'Happy Trails & Happy Tails,' and 'Portland Dog P
A stack of magazines featuring a dog on the cover sitting on a round wooden table next to a window in a coffee shop. In the background, a person is using a laptop at another table.
Outdoor magazine page featuring dogs wearing harnesses playing by a riverside with a scenic background. It includes content listings for features and a dog-friendly directory, emphasizing trails, gear guides, eateries, and services with a focus on do
Map of Portland showing locations of dog parks with illustrated dogs and color-coded markers.