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.
This rebrand was developed in collaboration with Jam, joining the project shortly after the initial pitch phase and working closely with the Creative Director to evolve the core concept into a fully realised brand system. The focus was on translating research insights into confident, distinctive creative that could live consistently across digital, print and internal brand touchpoints.
The visual identity was refined through typographic exploration, colour development and system building, with motion playing a key role in bringing energy and clarity to the brand.
Creative decisions were informed by research. At the centre of this was a clear positioning: The Owner’s Champion — a brand built around genuinely understanding and advocating for pet owners, rather than relying on category clichés. This became the foundation for both the identity and how the brand shows up more broadly.
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 went on to win Branding and Visual Identity at the Prolific North Creative Awards 2025.
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