Casestudies.work
 
 

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

 
 
 
 
Header_Background_6.jpg
 
 
PROBLEM

Millions of pets enter animal shelters each year. Less than half of them get adopted.

INSIGHT

Sad music, dirty cages, and guilty pleas are not motivating enough people to adopt pets. Guilt is not how happy relationships are formed—meaningful connection is.

IDEA

Shift the focus from “the moment of rescue” to “the long happy life” of people and their beloved pets.

 
Homepage COLORS.png
Logo_Gif.gif
HP_Colors_Purple.jpg
 
AN INSTANT CONNECTION

Petfinder’s logo is the first thing people see, so we designed a logo that instantly communicates the idea of connection. Unbroken lines in a fluid type-face 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.


The new logo appeared in millions of searches, social posts, expos, and videos, showing people around the world how seamlessly adoptable pets fit into our lives. We also integrated the same visual motif into a custom icon and illustration library.

 
 
HP_Colors_Purple.jpg
Illustration_Hero.jpg
Icon_Grid_1.png
Icon_Grid_2.png
 
HP_Colors_Grey.jpg
 
 
 
HP_Colors_Grey.jpg
 

 

Video_Backup.jpg
 
 
REAL JOY

Candid custom photography and videography of real pets with real people painted a beautiful vision of what life with an adopted pet could look like.

 
 
Homepage COLORS.png
 
PetfinderConsumer_Homepage_3.jpg
 
HP_Colors_PurpleWhite 2.jpg
 
Interface_Heroes_1.jpg
 

A SEAMLESS 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 and professional platforms to make it both easy and fun to find “the one.”

 
HP_Colors_White.jpg
 
Face_Heroes_1.jpg
Search_Heroes.jpg
Logo_Heroes_1.jpg
HP_Colors_White.jpg
Social_Heroes_2.jpg
 
 

A CELEBRATION 20 YEARS IN THE MAKING

Just in time for Petfinder’s 20th anniversary, we launched the new brand with a microsite, video, and social campaign using #MetOnPetfinder.

 
 
HP_Colors_White.jpg
 
 
 
Face_Icon_2.png
 
 
FullScreen_Background_Images_3.jpg
Homepage COLORS3.png