Fetch
Fetch is a fictitious brand identity and website to help make the animal adoption process more efficient. This website has three main streams of users, the public, fosters/adopters, and shelter/rescues. The compatibility feature allows prospective pet parents to see clearly what animals are best suited for their home and lifestyle.
Project partner: Krista Niemi.
This is a quick video walkthrough of the website prototype we made.
Research
We designed our own user test in order to better understand what people look for in an animal. These twelve cards are based on actual adoptable pets. These were used in a profile ranking where we had users rank them subjectively in three rounds, first with the image only, second, with the information only, and lastly, with each profile fully visible. We found that there is a lot of value on the images used, and what factors people consider when searching for a pet.
We made a journey map based on the two key user groups, adopter/fosters and shelters/rescues. We tried to show where they interact and key issues throughout the adoption process.
Branding
The word fetch comes from both the act of an animal fetching a toy, and how people can find each other fetching and attractive. We chose this as our platform is a place for people to adopt and foster pets that match their personal life and what they are looking for. We contrasted big bold type with the curved line art to show both the solid foundation and reliability, as well as the playful and different personalities and characteristics of the animals. The use of lowercase throughout the headings is to be more welcoming and gentle.
These are the brand guidelines for fetch, showing the colours, typefaces, and other specifics related to the brand.
This is how the brand identity would look applied to a stationery set.