Petfinder Experience

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 BrandNew as the 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.com

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.

5m+

Registered users on Petfinder.com

25m

Pets adopted by the 20th anniversary

Webby

Award winner for Best Community Site

ADC

Merit Award winner for Best Identity

We transformed the world’s largest pet adoption site from a catalog of needy shelter animals to a place where best friends connect.

SERVICES
Branding, Product Design, Experience Design, Campaign, Illustration, Animation
PLATFORMS
petfinder.com, pro.petfinder.com
CREATIVE + UX
Cavan Huang, Lee Groh, Joey Unnold, Dave Haller, Feibi Wen, Jason Minyo, Julia Shiplett, Kiyomi Dong, June Kim, Gillian Salit, Elizabeth Gearreald, John Burns.
STRATEGY
Jon Stookey, Natalie Colbert, Holly Stair, Gretchen Willenburg, Kate Peoples
ACCOUNT & OPS
Ryan Bearbower, Laura Yetter, Emily Ely, Austin Addison, Geraldine Woods, Ali Schultz
TECH & DEV
The Nerdery