PLAYLAB, INC.

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Created 20250808

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The following proposal is a detailed concept for the evolution of the entire experience of the Westminster Dog Show, built on our belief that it has the power to captivate new audiences while continuing to inspire longtime fans.

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Like many of us, the studio has a soft spot for dogs and we treat everyone’s pups as honorary members of the PlayLab team. In a way, we’re a lot like them: social, curious, and always up for something fun along the way. We’re endlessly intrigued by the bond between humans and their furry companions.

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Existing Logo System

Our goal isn’t to change the essence of the club or the show, but to celebrate and respect the rich history and dedicated fans that have made this organization so special. For years, it has united people in meaningful ways, and that kind of connection is something we deeply admire.

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Primary Wordmark

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Secondary Wordmarks (Full Title)

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Secondary Wordmarks (Partial Title)

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Illustration Lock-Up

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Horizontal Variants

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Vertical Variants

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Monograms

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Seals

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Letterhead Overview

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Entry Wristbands

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MTA Card

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Event Badges

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Tennis Balls

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Horizontal Billboard

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Vertical Billboard

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Vertical Billboard

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Best In Show Signage

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Breed Signage

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Agility Signage

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Armband

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Armband (In-Situ)

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The Westminster Kennel Club carries an iconic legacy with rich history and prestige. But beyond its tradition, there’s an opportunity to infuse the experience with a more modern personality and some excitement—because at its core, it’s something people genuinely love, not something they feel obligated to attend.

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Agility Course (Primitive Shapes)

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Agility Course (Building Blocks)

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Agility Course (Nature / Outdoors)

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Agility Course (Dog Objects)

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Podium (Ribbon)

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Podium (Mound)

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Podium (Tiered)

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Podium (Drapes)

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MSG Exterior (Legacy)

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MSG Exterior (Ribbon)

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MSG Exterior (Stacked)

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MSG Exterior (Dog Bowl)

Currently, the coveted “Best in Show” winner doesn’t receive a cash prize, but instead receives a prestigious trophy crafted by Tiffany & Co. and a large rossette style ribbon. The trophy is made of sterling silver and comes in different shapes depending on the other winning placements.

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Trophies

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Ribbons

The merch is a blend of the traditional visual identity with a modern sensibility. By incorporating the identity’s typography in clean, contemporary layouts, the design should evoke prestige, sometimes cheekiness, while being marketable to non-participants as well.