Case study
Brand re-development and website for pet-parents
Mars Petcare's online presence for Advance Pet was split across a range of bespoke digital channels, with no unified experience tying them together. I helped redevelop the brand's customer value proposition and bring it to market through a new e-commerce and brand experience.
Client
Mars Petcare
Project duration
2022
Deliverables
- Customer-Value Proposition
- New e-Commerce and brand website
- Design-System foundations
- Visual Identity and Photographic style guides
- Brand Playbook & Styleguide
My contribution
Led experience design under a design director and led development of the design system foundations. Co-led brand design and digital art direction, research, and customer testing with a second designer.
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, brought to life through a new digital brand and e-commerce experience that could bring those channels into one.
Approach
I led experience design under a design director, and led development of the design system foundations. Alongside a second designer, I co-led brand design and digital art direction, research planning and facilitation, and customer testing, working to ensure the new brand resonated with both existing and target customers, Consumer and Pro-Team segments, before handing screens over to the delivery teams.
Outcome
The work delivered a redefined customer value proposition built around “Australian Science,” a new digital-first visual identity and playbook complementing the existing packaging design, and a multi-dimensional iconography suite. The design system now enables the experience to expand across multiple online channels, unifying brand, content, and e-commerce, social and content pages, e-commerce screens, and the brand playbook, into one consistent experience.
