PetPlace.com
No matter how informative a website is, no one will trust content on a site that appears spammy and difficult to navigate. That was the original issue with PetPlace.com, an educational website with articles produced by veterinarians and other well-respected content authors. The brand hired Torchlight Technology Group to address the problem with a new web strategy. However, Torchlight realized that in order to achieve this objective, PetPlace first had to define its brand identity, as well as the audience that would use the site.
By studying user data and survey results through an audience-centric lens, we came to the realization that PetPlace was a different site for a variety of people. The term “pet owners” casts such a wide net that we couldn’t possibly define every user by the same psychographics and site patterns. We created audience personas in order to organize these types of users; this crucial insight informed not only how we established the brand identity, but how Torchlight will continue to develop content moving forward.
Key Deliverables
Qualitative ResearchDigital Analytics ReviewBrand PositioningBrand Voice & Message PlatformBrand Identity & Visual LanguageBrand Identity GuidelinesWebsite Design
Coordinating and creating a brand video and image library was no easy task during the pandemic but it was worth every minute spending time with these furry friends.
Check out the results of our creative collaboration, an understanding of our audience, and hours spent looking at cute pets here.
“This project serves as a testament to how much creativity can come out of a successful collaboration. While we always enjoy working as a team within the office at Paragraph, we were excited to get a fresh perspective by working with some extremely talented people. We played to each other’s strengths and ultimately grew from it.”
— Bob Aretz, Executive Creative Director
