When we started the nuzzles project, my copywriter and I, who are both completely obsessed with rescue pets, felt this innate pull to dig in and help. The organization was called “Friends of Animals Utah”, and, was struggling. They were preparing to file for bankruptcy, adoptions were low, their adoption center was old, and dreary, and they couldn’t pay the bills. We began to research and discovered that across the country there were several hundred rescue organizations with the word “friend” in their names, as well. Right away, we knew that a branding problem could be contributing to poor success. With its location in the heart of Park City, Utah, it seemed natural to incorporate the qualities of this special, close-knit, mountain town, into the branding. Attributes such as: rustic, boutique-like, barn woods, warm colors, approachable and family oriented flowed from our concepts. We knew we needed to not only create a brand, but an experience- a warm and uplifting place where tourists and locals would want to volunteer to walk dogs on a sunny day, or stop in to shop for boutique pet items, to learn about the rescue process, and of course, adopt their forever nuzzler. Then came the naming…. We began listing favorite experiences with our beloved pets, and “nuzzling” came up repeatedly. That intimate moment where your face brushes softly against a wet nose, a plush cheek and dancing whiskers- THAT moment where all you feel is pure love- THAT moment birthed the name “Nuzzles”. From there we rolled up our sleeves and never looked back. After the branding came a massive fundraising effort to raise money for a new adoption center and several months later, we began construction. When the new center opened, it was packed and within the first month, adoption numbers began to skyrocket. They quickly increased by 100% and they didn’t stop there. Using social media, billboards, radio ads, print ads, events at the adoption center and rescue ranch, teaming up with local businesses, and beyond, Nuzzles grew into a bustling rescue organization helping to rescue, provide medical care, rehabilitate, train, educate, and provide a whole lotta love to shelter pets who came and continue to come to nuzzles, from all over the country.