top of page Redesign &
Brand Awareness Campaign

Visual identity design and brand campaign for

Visual Identity Redesign

The Objective: Design a new visual identity for, North America's largest non-profit pet adoption website. Create a versatile system that can be applied across a variety of assets while communicating the non-profit's efficiency, playfulness, and commitment to finding pets good homes.

The Challenge: Develop an identity that feels modernized, approachable, and efficient in order to highlight's defining characteristic: its extensive database of pets. Communicate both the ease of using an aggregator site, but also the joy of adopting an animal.

Early sketches and typographic explorations experimented with merging animal imagery and web icons, as well as typographic hierarchy within portmanteaus.

The final mark draws inspiration from highly interactive digital elements: buttons and search bars. The visual connection directly communicates the digital nature of the brand.