North America's oldest and largest pet adoption website has helped over 25 million pets find families. But after 20 years, Petfinder was starting to get some grey fur around the face. To help them reinvent themselves, we had to capture an idea no one else was: People and adoptable pets are better together. We carried this theme of connection throughout the whole experience — from logo to color palette and everything in between.
Not only did POSSIBLE create a new visual identify for Petfinder — we developed an entire brand personality. As copywriter, I helped crystalize what the brand stands for and how they differentiate themselves. After dozens of slogan ideas and hours of testing, we landed on Where pets find their people. More than a surprising turning of phrase, it embodies our belief in empowering animals while welcoming people in.
Our extensive six-month brand exploration concluded in a brand style guide and physical brand book that brings the new Petfinder to life on each page.
These OOH examples show how the new Petfinder could exist in the real world.
Petfinder celebrated its 20th anniversary in 2016. To mark this proud milestone, we launched an immersive landing page that looked back at all they've accomplished over the last two decades and gave the world its first glimpse of the new brand.