From repositioning, name development and the new brand design to the live launch of the new website on schedule
Pet owners long for security for their pets. They are caring and extremely emotional in this respect. Beyond that, however, the similarities end and we find a rather heterogeneous target group – and thus also a very exciting prerequisite for the brand relaunch of the “German Pet Register of the German Animal Welfare Association”.
With the core service of registering pets and providing the best possible support to pet owners in finding and returning them in the event of loss, the organization is the oldest of its kind. However, this fact had a rather negative effect. The name and general appearance conveyed a slightly dusty and official impression that lacked the emotionality that unites the target group.
Time for a comprehensive brand relaunch!
This discrepancy was worked out during positioning workshops. Empathy and helpfulness, combined with professional services and contemporary offers, were to characterize the new image.
With this in mind, we developed the “FINDEFIX” brand from the German Pet Register. The new name and logo directly reflect this claim. The brand name is very direct, memorable and can be understood as a value proposition. The visual implementation creates the desired reference to the animal world and turns the FINDEFIX figure into an independent design element and a real popular figure.
Starting from these basic elements, a brand design was created that conveys a clear and modern impression through the choice of colors, typography and formal structure. At the same time, the design provides a platform to achieve the desired emotional appeal with the help of changing animal motifs.
Once the brand design had been defined on the basis of a design manual and the first means of communication had been implemented, we faced a particular challenge with the development of the new website and the technically demanding implementation: the date for the live launch was fixed – just in time for the annual general meeting!
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