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 identity and user-experience, making it easier and more fun to connect people with pets. Petfinder was nominated by BrandNew as the 2nd Most Notable Brand of 2016. We also won the ADC Merit Award for Brand Identity and the Webby Award for Best Community Site.

Petfinder.com

PETFINDER BRAND 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.”

PETFINDER PRO OVERVIEW

#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

14k+

Adoption groups on Pro.Petfinder.com

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
CREATIVEB + 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