& Brand Awareness Campaign
Visual identity design and brand campaign for

Visual Identity Redesign

The Challenge: Create 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.

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.

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. This visual connection directly communicates the digital nature of the brand and feels clean and concise.

As part of the redesign, was renamed to "Adoptable" to make the brand sound more modern and concise. The name "Adoptable" describes all pets on the platform. The typographic distinction between "adopt" and "able" emphasizes the word "adopt," which is the primary function of the brand. 

The identity utilizes a flexible color palette to communicate the brand's variability and variety. When pairing colors, create visual contrast by selecting combinations diagonally across this matrix. 


The redesigned site applies the new visual identity in a way that appears unified and consistent. With a more curated and direct navigation experience reminiscent of other aggregator sites, the website is efficient and approachable.


With simple yet versatile visual elements, the redesigned identity communicates playfulness, efficiency, and variability through its usage of shape, color, and copy.

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. They 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.

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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 branded appearance, witty copy that speaks to the audience's needs, and candid photography that demonstrates how pets could fit into their lives, the campaign inspires people to adopt a pet through using their platform.