The American Kennel Club is the definitive organization for dogs with over 100 years of heritage. In 2014, they were at a crossroads with an outdated website and a desire to make their brand more approachable. Makeable was tasked with the challenge of reimagining AKC for today’s dog lover, while staying true to the roots of dog fanciers and breeders. Our goal was to rethink the way dog lovers engage with the AKC and each other while retrieving credible information and sharing their love for all things dog.
Meet the New AKC
With a growing mobile audience and an untapped market of dog lovers who don’t necessarily follow the complicated world of breed standards, titles and points, we created a responsive ecosystem centered on dogs and why we love them. Key to the concept is the ‘Breed Feed’, the definitive source where users can meet any dog and learn about their characteristics, quirks and see socially-shared photos. On top of that, we created a new way to find dogs -- by focusing on what dogs match the user’s attributes instead of having the user specify what type of dog they wanted.
More than just a Website
Refreshing AKC.org with a modern look and feel in a fully responsive layout using a feature-rich CMS was just the beginning. Now that AKC has the tools to reach new audiences with exciting content, Makeable is working on a variety of supporting projects to completely overhaul AKC’s brand and welcome dog lovers to the 21st century.
The American Kennel Club has a 130 year heritage. There are 184 Dog Breeds recognized by the AKC, including 4 new breeds added in 2015. Each year, over 22,000 events are held by 2,500 AKC clubs across the country. There are an estimated 83 million dogs in America, that's 1 dog for every 4 people.