Objective
around.pet approached us to improve its brand and application and give it a contemporary user experience. Their service centers around everyone’s beloved pet and is available via the same-named app. It keeps track of your pet’s health record and essential documents and provides a vet appointment service. The brand needed an overhaul to connect its services with a recognizable wordmark and a unique advertising approach. On the other hand, the app required a form-follows-function wireframe with a contemporary interface design.
Approach
Having a pet is a playful, lively, and unique relationship, which were also the key elements we needed to bring to the brand’s identity. Furthermore, the app and its services ought to be welcoming, embracing & rewarding to encourage pet owners to keep track of their pet’s health and documentation. Another requirement was that the app feels organized, reliable & functional since it deals with sensitive and private information.
Solution
The identity centers around two strong visual concepts, the in-app illustrations, and the pet portrait videos. They provide a unique advertising approach and an easy-to-recognize brand image. This is supported by a bright, warm, vibrant color scheme and a functional but conceptual overall feel. Small animations and details give the design a distinctive appearance. The wordmark itself is somewhat understated, but its round shapes and asynchronous swing resemble attributes from our overall approach, leading us to a brand for pet lovers.
The wordmark is based on Atipo’s »Basier Circle«, a font that already scores with curved characteristics. To achieve an even softer and friendlier touch, we increased the roundness and emphasised the terminals of the individual letters in the wordmark. Due to that we could increase the playful & young image of the brand. The application of the corporate design is supported by illustrations from the same type foundry, resulting in a consistent look & feel across various assets.
Nothing is more adorable and eye-catching than a pet’s face when it is looking for attention. So why not combine it with a slogan? That is what we did, using motion tracking — getting right to the weak spot of every pet lover. These Animations and short videos work perfectly with the client’s below-the-line marketing via Instagram, Google Display Ads, or many other digital channels
For the out-of-home advertisements, we adapted the card layout, used in the mobile app to communicate the service’s digital nature.
Animations are an essential pillar in app design to support the user experience and add a layer of entertainment while using the app. For around.pet we implemented them when successfully making an appointment, uploading an important document, or getting a reminder for a mandatory vaccination. These animations help to shape the identity of around.pet while using the app, and providing necessary visual and rewarding feedback.
