Petfinder
Transforming the world's largest pet adoption site
Purina’s Petfinder, the world’s largest pet adoption site partnered with POSSIBLE to shift negative perceptions of pet adoption and help millions of animals find homes. We repositioned the brand from “the moment of rescue” to “the long happy life” of people and their beloved pets. I led the team that designed a new brand identity and user-experience, making it easier and more fun to connect people with pets. Following the launch of the new site, Petfinder hit a major milestone of 25 million pet adoptions. Petfinder was nominated by Brand New as one of the Most Notable Brands of the Year. We also won the ADC Merit Award for Brand Identity, and the Webby Award for Best Community Site.
PETFINDER EXPERIENCE CASE STUDY
The Face of Connection
We designed a logo that communicates the idea of connection. Unbroken lines in a fluid typeface illustrate the inseparable bond between pets and people, while a hidden pet face nested in the center symbolizes that the perfect pet is out there if you take the time to look We also integrated the same visual motif into a custom icon and illustration library.
Happy Lives
Typically, adopted pets are often featured alone without pet parents. So we directed photoshoots with actual adopted pets and pet lovers to show how joyful life could be with adopted pets.
A Joyful Adoption Experience
We reimagined Petfinder’s user experience to capture the real-life joy of pet adoption in a digital world. This included a complete rebuild of both their consumer (Petfinder) and professional (Petfinder Pro) platforms to make it both easy and fun to find “the one.” Our design approach covered the unique journeys for pet parents (consumer) as well adoption shelters (professionals) so together they can help close the adoption gap.
LEFT: PETFINDER.COM | RIGHT: PRO.PETFINDER.COM
PETFINDER DESIGN SYSTEM
PETFINDER PRO OVERVIEW
A Quick Path To Adoption
We designed a quick view feature for mobile web that allowed users to swipe through pet profiles and photos without having to dive deeper into a pet detail page. And we cut down the number of steps it took to complete adoption requests forms from the shelters.
#MetOnPetfinder Campaign
Just in time for Petfinder’s 20th anniversary, we launched the new brand with a microsite, video, and social campaign using #MetOnPetfinder. The campaign received over 153 million impressions.
