Combat pet loss and pet thievery one paw at a time with the safest microchip solution for your pet

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- MyPet+

Brief

My Input

MyPet+ was a personal project I created while studying at MDS. I had to create the entire MyPet+ brand, advertising, an app, and a 3D mockup of the final microchip. The brand was targeted towards Millennials (aged 25-35) as they are more likely to own pets when compared to other generations.

In this project I applied many different skills, including graphic design, motion design, UX/UI design, 3D modelling, animating, and more. The main goals and deliverables were to make a fun and modern brand with developed prototypes of the product and app, marketed with a creative campaign.

Main Concepts

The main way I wanted to present MyPet+ was to have it as a fun and caring brand. Pet loss and pet thievery is a heavy topic, and introducing a brand new GPS microchip for real pets could prove to be very controversial and unethical if presented in the wrong way. The bubbly and bright features of the branding help to not only draw in the desired target audience, but also help alleviate any potential concern about the brand or product.

The use of cute cartoon animals helped users emotionally connect with the brand. When a charismatic and charming visual style like this is combined with a humanising and non-overly-corporate tone of voice, it helps with easing the user’s nerves and also draws in the Millennial target audience even further.

OUTCOMES

Logo

The simplistic yet modern and friendly feeling logo helps represent the brand and it’s tone of voice as a whole. The rounded and friendly nature helps to connect to it’s target audience and eases the nerves of potential users.

The MyPet+ symbol is used whenever the main logo cannot be used, such as an app icon. It was made to represent the app’s pet-tracking function.

01.

Brand Identity

For the colours and fonts, I wanted to signify friendliness, care, and modernity. The black I chose isn’t too harsh of a black whilst it’s contrasting white gives a soft feel to the brand. The green helps to represent health and security with the product, whilst still feeling vibrant and friendly.

By using a bright, healthy colour palette and rounded fonts, these values were achieved.

02.

Brand Guidelines

The brand guidelines were made in order to show how the brand should be represented digitally and physically.

These guidelines include rules such as how the logo should be used, what colours are available to the brand, and even the tone of voice that is used throughout the brand’s content.

03.

Poster Design

The posters were designed with an interesting physical creative campaign in mind. They were made to intrigue the target audience by mimicking “missing pet” posters and were placed around populated pet-owner cities and towns.

The poster doesn’t directly advertise MyPet+ as a product, but leads the user into their own investigation into the brand by their own will. This fun way of advertising also directly links to the playful nature of the brand’s tone of voice.

04.

Social Media

A social media campaign was used in order to attract an audience that the posters couldn’t reach. Alongside this, research shows that Millennials are more likely to purchase a product if they seen a digital advertisement rather than a physical one.

Digital marketing like this can also track user’s cookies, meaning they can receive either a dog related MyPet+ ad or a cat related one depending on what their cookies say they’re more attracted to.

05.

CMS Document

The CMS document outlines and describes the creative campaign and marketing strategies, validating and backing up said strategies with research and statistics.

This document has been stylised with the MyPet+ branding and tone of voice, connecting it back to the brand more.

06.

MyPet+ Microchip

The MyPet+ GPS microchip was modelled in Blender, using real life counterparts of existing technology to make the idea come to life.

This microchip was the whole idea and backbone of the project, replacing existing pet microchip technology with this newly designed microchip that is made to be able to track pets with a smart device using the built in micro-GPS.

07.

MyPet+ App

The interactive app was designed as a functional prototype, with all features mocked up and working as it would in real life.

The app’s function is to connect to the user’s MyPet+ microchip and track the GPS. Unlike current microchips, this app can be used anywhere at any time to track exactly where the pet is.

08.

MYPET+

SOLO PROJECT | MEDIA DESIGN SCHOOL