Industry: Publication Design


Houndstooth Magazine:
A Dog-Friendly City Guide

Founded by The Beauty Shop, Houndstooth is a magazine made just for the dog people of PDX, covering the pup-friendliest spots to shop, eat, play, and stay.

Services

Magazine Concept
Brand Positioning
Naming
Brand Identity
Brand Messaging & Copywriting
Shopify Website Design & Development
Design, Writing, Editing & Distribution

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

Over the course of just six months, our team established a comprehensive visual brand world and content for Issue 1: Let It Rain!, and designed and built the digital home for the Houndstooth PDX website.

From cover to cover, Houndstooth provides targeted content, including a pullout dog park map, seasonal features and gear guide, and extensive directory listings for canine-friendly businesses in town. 

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 yearly, our team saw an opportunity to build a publication devoted entirely to this enthusiastic audience.

Houndstooth brought together every facet of our studio’s capabilities, from strategy and brand to editorial and digital design, and we had a blast creating it.


Visit the Houndstooth Instagram Page

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.
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.

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