Fetch

Project overview

My Role: Brand designer
Timeline: 8 weeks
Industry: Pet insurance
Client: Fetch Pet Insurance
Team: Amanda Assadi (creative director), Katie Santos (brand design director), Jessica Strul (copy director), Mark Uzunian (copy writer)

The challenge

The demographics of the Fetch customer base skew older and high-income. However, the 30-day churn customer is younger and of a median income. The design team was tasked to create concepts for Fetch's rebrand to attract the latter audience.

Previous brand:

Concept

Based on customer insights and data, we explored different directions aligned with the brand's core pillars: coverage, care, and cause. After some competitive research and exploration, I came up a direction that was fresh, playful and bright.

Design