In-House — BARK

BARK — Brand

Five animated sub-brand idents, then the IPO — Times Square, MSG and the NYSE floor in one week

Teamed up with BARK's CCO to develop the company rebrand, animated sub-brand logos, and led the animation effort for BARK's IPO launch across Times Square, MSG, and the NYSE.

IPO

NYSE Launch

OOH Venues

Sub-Brands

Client

BARK

Role

Art Director — Motion & Design Motion & VFX

Timeline

2021 — 2023

The Work

Teamed up with BARK’s Chief Creative Officer on the company rebrand — one logo system that gives BarkBox, Super Chewer, Bark Bright, Bark Home and Bark Eats their own personality while tying back to the BARK mark — then led the animation for the IPO: the Dave Coverly sequence for Times Square, the MSG marquee, and the cube strips on the NYSE trading floor.

The Approach

The idents share one move — BARK arrives first, the sub-brand snaps in beside it — so every logo reads as family before it reads as itself. For the IPO, syndicated cartoonist Dave Coverly’s ink drawings became full character animation, delivered to formats from a 3200×2460 Times Square face down to a 1624×320 cube wrap, from one pipeline.

Rebrand

Five sub-brand idents

As delivered — swipe through them. Each is three seconds: the BARK mark lands, the sub-brand snaps in — playful for BarkBox, tough for Super Chewer, clean for Bright, warm for Home, fresh for Eats.

BarkBox

IPO launch

Times Square, MSG and the NYSE floor

Dave Coverly's drawings, animated for BARK's IPO and re-cut for every screen it ran on: the Nasdaq billboard in Times Square, the Madison Square Garden marquee, and the cubes on the NYSE trading floor.

Where it ran Times Square · MSG · NYSE

NYSE Live · IPO day The animation behind BARK's CEO, and the cubes on the floor behind the anchor

Times Square The Nasdaq billboard

Madison Square Garden The marquee

Times Square ticker 1280 × 34

How it was made Rough · animation · proof

Rough to final Coverly's rough, timed against the finished animation. Move across to compare.

3D proof The cube animation on a model of the floor

Color check The BARK blue in three export formats

NYSE cube wrap The flat file: dog footage keyed onto one long strip that wraps the cubes on the floor.

The Format

The cube strip wraps physical structures on the trading floor, so it reads from several angles at once. Nothing could sit on a seam, and the logo had to rotate through without ever being cut in half.

The Moment

Opening bell on IPO day: the BARK logo rotating across every cube on the floor while the team rang the bell from the balcony.

VFX

VFX for dogs

Tracking, compositing and particles for BARK's social ads and the Bark Eats site: box logos swapped inside live footage, a BarkBox dropped onto a real doorstep, and food toppers poured as particles.

Box swapsTracked and replaced in the footage

Box swap One shoot, two brands. The Super Chewer box is tracked and swapped for a BarkBox so the same footage runs for both. Move across the frame to compare.