PetFlow
As creative director for PetFlow, the online pet food retailer, I was hired to revamp their corporate identity, streamline their e-commerce website, carefully implement complex product design and user experience improvements and manage design direction and asset creation for the growing needs of their marketing team.
The beginning of every successful branding project begins with discovery. During this process, stakeholders are asked to evaluate what makes their business meaningful to their customers. Using a brand ladder is a helpful tool to help facilitate the start of a branding or rebranding process.
Since it was the first time PetFlow engaged in a formal rebranding project, this framework helped inform and influence the branding direction, visuals and corporate identity.
Discovery
Rebranding PetFlow | Fall 2015
The curved, slightly angled lettering communicates friendliness, approachability and positive energy. Blue and orange were preserved to enable a sense of continuity between the visual leap in logotype.
Logo updated Fall 2015
Original logo circa 2010
Business card designs featured photography of pets accompanied by playful hand-drawn vector graphics. This visual treatment provided fun and approachable visual keys, further supporting critical aspects of the new brand identity.
Branding Touchpoints
I was PetFlow’s first full-time creative hire. Before we expanded my team, I was solely responsible for redesigning a complete suite of branded shipping boxes, packing tape and creating supplemental product photography like the image shown here.
