Role
Perfect Pet is one of the UK’s most established pet insurers, with a strong product but a brand that lacked cut through in a competitive market.
The challenge was to move the brand from something people liked, to something they actively chose.
Working as part of the team at Jam, I joined the project shortly after the initial pitch phase, collaborating closely with the Creative Director to evolve the core concept into a fully realised brand system. My role focused on translating the strategic direction into confident, distinctive creative that could live consistently across digital, print and internal touchpoints.
The visual identity was developed as a flexible system, built through typographic exploration, colour development and motion, designed to bring clarity and energy to the brand.
My focus was on shaping how that system worked in practice, refining typography, colour and motion to ensure the brand could be applied consistently across different touchpoints.
The work was guided by a clear positioning defined by Jam, ‘The Owner’s Champion’, centred on genuinely understanding and advocating for pet owners rather than relying on category clichés.
To support the launch of the rebrand, I developed and delivered a brand presentation and workshop to over 50 employees.
The session introduced the new identity and narrative, helping to build internal understanding, alignment and confidence in the brand.
The project resulted in a more distinctive and commercially focused brand, designed to stand out in a crowded market and resonate more clearly with pet owners.
The identity provided a flexible system that could be applied consistently across marketing, digital and internal communications.
To bring the work together, I scripted and edited a brand video that showcased the thinking, identity and motion in a single piece.
The project, delivered by Jam, went on to win Branding and Visual Identity at the Prolific North Creative Awards 2025.
