Every Brand Makes
A Promise To Its Customers
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With Pet Wants, the brand guidelines were already set. The tone was already set, but the design was still in the air. That was my job, to connect both of those into a cohesive visual brand identity. It was a new challenge I was excited for. Even better, I got to work with tons of photos of pets!
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The Challenge
How do you maintain a consistent brand across multiple mediums?
Rather than focusing on redesigning individual assets, the challenge was creating one recognizable brand system that could scale across social media, print collateral, digital experiences, and educational content while reinforcing Pet Wants' premium positioning.
Role
Design Manager
Team
Creative, Marketing Strategy
Tools
Adobe Creative Suite, Canva, Figma, Hubspot
Shipped
5 Post Campaign, 7 Page Website, Franchise Brochure
Explore Works
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View the official Pet Wants Franchise site I redesigned.
Download and view the Franchise Brochure I designed.
Credibility
01
How Does a Brand Earn Trust?
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Design Decision
Shift from promotional messaging toward educational content supported by a credible visual system.
Evidence
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Industry insights transformed marketing into educational content.
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Consistent visual hierarchy gave educational content a more polished, credible presentation.
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Brand messaging prioritized expertise over promotion.
Impact
Educational content positioned Pet Wants as a knowledgeable resource, not just a product-driven brand.
Design Decision
Translate the Pet Wants brand into an editorial experience that communicates its premium positioning through design.
Evidence
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Editorial layouts reflected the premium positioning of the brand.
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Typography, photography, and spacing established a recognizable visual rhythm.
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Product education and brand storytelling were balanced throughout the brochure.
Impact
The brochure extended Pet Wants' visual identity into a consistent editorial system.
02
Translation
How Do You Turn a Brand Into An Experience?
03
Experience
How Does Design Reduce Friction?
Design Decision
Simplify digital experiences so customers can find information and move through key actions more easily.
Evidence
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Modernized page layouts to better reflect the refreshed brand identity.
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Improved navigation and information hierarchy to reduce user friction.
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Reviewed customer touchpoints to identify opportunities for future usability improvements.
Impact
The refreshed experience extended the brand system into clearer, more consistent digital interactions.
The Process
How Trust Is Built Into Brands
Building trust isn't a single design decision. It's an iterative process of understanding customers, shaping a visual system, and refining every interaction.
Understand
Customer & Industry
Prove
Build Credibility
Translate
Brand Into Design
Connect
Customer Journey
Refine
Feedback & Performance
The Impact
Trust At Every Touch Point
50
90
Performance
Business Model Lighthouse Score
+40%
Engagement
Social Media Campaign
Industry Facts
+30%
Traffic
Website
Post Redesign
Credibility
Proof Before Promotion
Used industry and brand facts to communicate expertise instead of relying on promotional messaging alone.
Identity
Brand You Recognize
Translated Pet Wants' personality into a repeatable visual language across print, digital, and social.
Experience
Built Around The Journey
Refreshed digital touchpoints to reduce friction and create a more consistent customer experience.
Takeaway
“Trust isn’t something a brand can claim. It has to be earned at every touchpoint.”
Pet Wants taught me that credibility comes from more than what a brand says. From educational content to visual identity and the customer journey, every interaction is an opportunity to give people another reason to trust the brand.