Completely rebrand one of the nation’s most visited websites.
Petfinder.com has been around for 20 years. That’s 140 in dog years, or about 560 in internet years. And during that time, Petfinder has been responsible for over 20 million pet adoptions - yet have barely updated their branding or site experience. We jumped at the chance to change that.
To kick things off, we looked around at the competition and realized the one thing no other organization was saying was exactly what we stood for: that people and adoptable pets are better together.
So we carried this idea throughout our entire brand experience. From a fresh, new logo that visually showcases how pets become a seamless part of our lives…
to a brand book that perfectly encapsulates what Petfinder stands for and how it should be represented out in the world.
Our incredibly detailed style guide outlines every corner of the brand: from how we speak to how we look - and some tips for making the two work together in perfect harmony.
We even created unique icons to represent key elements of adoption and care in a simple, modern way.
No detail went unnoticed, because we knew we weren’t just giving Petfinder a new look and feel – we were helping change the way the world sees adoptable pets and pet adoption at large.