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

PETFINDER.COM

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.

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.

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.

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.”