One of the greatest things about the internet lies in the freedom for people to not just build websites in a certain way, but also to create them for just about any purpose. The epitome of this freedom of expression is City Dog, essentially a specialist service that promises to make urban pooches better behaved. Apparently, city-dwelling canines need to ‘know a whole other set of tricks’ in order to function within the bright lights of London, and this attractive site is designed to reel in anxious owners. What really adds credence here, however, is that the design of city-dog. co.uk is so professional in feel, and the work done by the agency hired to build it is so striking. Just the idea of asking a firm like Impero to create such a presence shows intent, but the visual effort on show in terms of forging a memorable identity is noteworthy. The use of bold typography in a range of styles, coupled with a two-tone colour palette and some subtle decorative features taps into current trends, while also remaining lightweight in build. Everything just works without too many bells and whistles, focusing most on conveying a clear business message and the kind of trust needed to convince the clientele that their precious city dogs are in safe hands.