Adopt-a-Pet.com Redesign &
Brand Awareness Campaign
Visual identity design and brand campaign for Adopt-a-Pet.com
Visual Identity Redesign
The Objective: Design a new visual identity for Adopt-a-Pet.com, 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 Adopt-a-Pet.com'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.
A flexible color palette communicates the brand's variability and variety. When pairing colors, visual contrast is created by selecting combinations diagonally across the matrix.
As part of the redesign, Adopt-a-Pet.com was renamed to "Adoptable" to make the brand sound more modern and concise. The name "Adoptable" describes all pets on the platform.
The redesigned identity communicates the brand's approachability and efficiency with a flexible system that uses playful colors, simple shapes, and clever copy. With this new identity, the brand has a curated, cohesive presence, which it previously lacked.
Brand Awareness Campaign
The Objective: Create a strategic and targeted brand awareness campaign that inspires people to adopt a pet.
The Problem: Millennials are burnt out, overworked, and lonely. The have poorer mental health than other age groups, have an unhealthy work-life balance, and feel isolated with no social support.
The Insight: People want to feel like they have a purpose in life, like they are responsible for something or have a reason to do things outside of their obligations at work.
The Solution: Finding motivation and companionship outside of work can give people a sense of purpose, which can improve their mental health.
Pets can give people a sense of responsibility and purpose, and their companionship can be greatly beneficial for their owners' physical and mental health. Pets can also be an opportunity for people to connect with others.
Let's show people that adopting a pet not only improves the life of the pet, but also the life of the person.
People and pets are Better Together.
With a variety of strategic campaign applications, "Better Together" connects with its target audience by communicating the improvements that pets could make in their everyday lives. Through its candid photography and witty copy, the campaign demonstrates how pets could fit into their lives and inspires people to adopt a pet using their platform.