Brand re-development and website for pet-parents

Problem / Challenge

Mars Petcare’s online presence for Advance Pet was split across a range of bespoke digital channels with no unified experience tying them together. The brand needed its customer value proposition redeveloped and brought to life through a new digital brand and e-commerce experience that could bring those channels into one.

Approach

Our team ran a series of workshops with the Mars team to understand how they saw Advance Pet, and what they felt was its unique position within their portfolio and the broader market. That work fed directly into developing the brand’s CVP.

I co-led brand design and digital art direction, research planning and facilitation, and customer testing, to ensure the new brand direction resonated with both existing and target customer segments: Consumer and Pro-Team.

I led experience design to bring the brand to life through a new e-commerce experience, and built the design system foundations, enabling a smooth handover to delivery teams.

Outcome

The work redefined the Advance customer value proposition built around “Australian Science,” led by a refreshed digital-first visual identity that complements the existing packaging design, a multi-dimensional iconography suite, a new brand site unifying brand, content, and e-commerce, and a brand playbook. The design system foundations now enable the brand and digital experience to expand across multiple online channels for both consumer and professional audiences.