Complete brand identity guidelines for "To Lose A Dog" – Colors, typography, voice, and messaging standards.
A memoir about loving an English Bulldog named Franki for 1,855 days—and surviving the preventable tragedy that ended it all.
On Valentine's Day 2020, an English Bulldog entered Isaac's life and rewrote the rules of love. For 1,855 days, they built something rare—a bond so deep it transcended species, so public it healed millions, so profound it changed everything. Then lightning struck. This is the unflinching story of extraordinary love, preventable tragedy, and grief that proves some connections never truly end.
"To Lose A Dog" is a 45,000-word memoir about the five-year journey of Isaac French and his English Bulldog, Franki—a relationship that captivated over 1 million Instagram followers and became a case study in interspecies love.
The book chronicles their extraordinary bond from February 14, 2020, when Franki was born during emergency C-section surgery, through 1,855 days of morning massage rituals, meal countdown ceremonies, and a level of devotion that redefined what it means to love a dog. But this isn't just a feel-good dog story.
On March 28, 2025, Franki died suddenly from preventable negligence—a tragedy that didn't have to happen. What follows is Isaac's raw, unfiltered account of grief so profound it breaks you open, neuroscience that validates why pet loss can hurt more than losing a person, and practical guidance for anyone who has ever loved and lost a dog.
Part memoir, part survival manual, part love letter—To Lose A Dog is for dog parents preparing for the inevitable, for grievers who need permission to hurt this much, and for anyone who wants to understand why some bonds transcend species and time.
Twelve chapters. No sugarcoating. Forever tongue out, forever loved.
Sentence Structure:
Short, punchy. Occasional fragments for emphasis. Rhythm matters.
Word Choice:
Precise, visceral, emotional but never manipulative. Avoid jargon.
Perspective:
First-person from Isaac's POV. Vulnerable. Honest. No hero narrative.
All colors use HSL format for consistency. The palette combines regal purples (representing love and grief) with warm earth tones (representing comfort and memory).
HSL: 280 50% 45%
HEX: #7c4db0
Main brand color, CTAs, links
HSL: 280 60% 60%
HEX: #a773d4
Hover states, gradients
HSL: 40 80% 60%
HEX: #e6b84d
Highlights, emphasis
HSL: 35 30% 97%
HEX: #f8f6f4
Page background
HSL: 280 20% 15%
HEX: #2d2438
Primary text
HSL: 35 40% 92%
HEX: #f2ede8
Secondary backgrounds
HSL: 35 25% 90%
HEX: #ebe6e0
Subtle backgrounds
HSL: 280 15% 45%
HEX: #6b6078
Secondary text
HSL: 280 60% 60%
HEX: #a773d4
Main brand color, CTAs, links
HSL: 280 70% 70%
HEX: #bf95e0
Hover states, gradients
HSL: 40 75% 55%
HEX: #e0ab42
Highlights, emphasis
HSL: 280 30% 8%
HEX: #1a141f
Page background
HSL: 35 30% 95%
HEX: #f5f2ef
Primary text
HSL: 280 20% 18%
HEX: #2d2632
Secondary backgrounds
HSL: 280 15% 20%
HEX: #332e3d
Subtle backgrounds
HSL: 35 20% 65%
HEX: #b3a89e
Secondary text
linear-gradient(135deg, hsl(280 50% 45%) 0%, hsl(280 60% 60%) 100%)
linear-gradient(135deg, hsl(280 60% 50%) 0%, hsl(280 70% 65%) 100%)
linear-gradient(180deg, hsl(35 30% 97%) 0%, hsl(35 40% 95%) 100%)
linear-gradient(180deg, hsl(280 30% 8%) 0%, hsl(280 25% 12%) 100%)
0 10px 40px -10px hsl(280 40% 30% / 0.15)
0 20px 60px -15px hsl(280 50% 40% / 0.25)
0 10px 40px -10px hsl(280 60% 10% / 0.4)
0 20px 60px -15px hsl(280 60% 15% / 0.6)
Headlines, chapter titles, dramatic emphasis
Family: 'Playfair Display', Georgia, serif
Weights: 400, 700
Body text, UI elements, navigation
Family: 'Inter', system-ui, sans-serif
Weights: 400, 500, 600, 700
Hierarchy:
Spacing:
Clean layouts, generous white space, focus on content. Let the story breathe.
Subtle purple gradients evoke memory and love. Warm neutrals provide comfort.
No excessive animations or gimmicks. The content is powerful enough.
This brand guide is for internal reference only. All brand elements are proprietary.
Last updated: October 2025