FOR THE LOVE OF ALL PETS

THE PROJECT

When pet parents see the AAHA seal, they can rest assured that their beloved cats and dogs will receive exceptional care.But the brand and website didn’t clearly convey that value. The dated design evoked “your grandpa’s vet,” not the diverse, doting providers of today.

Teal transformed the site with a warm, relateable brand refresh that was also serious enough to maintain trust. The aim: relate to pet parents while maintaining an authority in the veterinary world. Thanks to new brand styles, as well as intuitive site navigation and custom integrations, it’s now easier for visitors to access the right educational materials, join the organization, and begin the accreditation process online.

TRANSFORMING THEIR WEB PRESENCE

WEB DIRECTION

I worked closely with a UI/UX designer to plan high-level considerations to translate this new look to their web site. A few main ‘north stars’ we followed:

• Focusing on warm, inviting styles that inspire trust & confidence while focusing on authenticity. Shedding the more dated, clinical styles and truly connecting with pet parents and professionals.

• A foundation of clean, rounded styles with spaces for more custom and quirky elements. The core design is simple and usable but allows for a sprinkling of whimsy, such as pet icons perched on cards or playing with elements.

• Translating a wide palette to web. The AAHA designers stressed color flexibility, so our palette is quite large to account for a variety of applications and freedom. When translating these new styles to web, we developed a ‘core palette’, omitting some styles while still retaining a lot of flexibility.

• Tone and style considerations for different audiences. AAHA focuses on two main audiences: veterinary professionals and pet parents. We strategized a deeper, cleaner look for content focused on professionals and a more quirky, playful look for pet parents.