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Open Steps, sniffs, repeat: an app identity built around a dog named Stevie
The Peppy Step app showcases how a brand identity can be effectively built around a relatable character, in this case, a dog named Stevie. By translating Stevie's warmth and personality into a playful visual language, the brand creates a joyful experience for users, emphasizing the importance of character-driven design in brand strategy.
Mindsparkle: Pao Bassol DATE August 24, 2026 EDITOR Mindsparkle Mag Steps, sniffs, repeat: an app identity built around a dog named Stevie Peppy Step is a playful dog-walking app built around a simple idea: make every walk feel more joyful.
Designed by Pao Bassol, the brand identity takes its cues from Stevie, the brand's own dog, translating her warmth and personality into a visual language that's friendly, energetic and distinctly canine without ever tipping into the literal.At the centre of the system sits a hand-drawn wordmark that carries all of that character in a single gesture, paired with a bright, tactile palette, playful illustration and simple graphic elements that extend from app screens to collars, totes and stickers.
The result is a cheerful, wearable identity that gives Peppy Step real personality and makes the everyday ritual of walking the dog feel a little more fun.
The article discusses a unique approach to brand identity through character-driven design, which is significant for the industry and offers actionable insights for brand strategy professionals.