The Challenge

PetSafe, a division of Radio Systems Corporation, headquartered in Knoxville, TN needed to rebrand their image to reflect their growing product base as well as build a social networking platform to connect with their thousands of pet owner customers. We began with the rebranding of their logo, corporate identity, product packaging, store signage.

After this was complete, we tackled the problem of creating a system that would be a combination of Facebook and YouTube combined into one robust application. Pet training, customer tutorials, product demonstrations and corporate culture pieces are all part of the video catalog that they desired to add for the benefit of their online fans. They also wanted the system to take surveys and enable users to upload comments, pictures and video to the site.

The Solution

PetSafe relied on TradeMark to create their new identity that took them from primary colors of black and gold and introduced a glowing blue background and type treatments that came across a more friendly and customer-focused.

We also designed and programmed their social networking site Petsafe.tv from scratch in order to have the features, video components and interface for PetSafe's unique needs. As part of the skin, background elements incorporate everyday objects related to pets and pet owners to convey a light-hearted and welcoming recognition for everyone that visits the site. Colors, fonts and logo consistent with our rebranding efforts are all incorporated into the user interface to provide clarity and connection for the purpose of the site and branded PetSafe presence.

The Results

The packaging and new corporate identity have been embraced by their customers as revenues continue to increase rapidly. PetSafe now has the tools to be able to connect with their customers beyond the sale and establish and communicate with a growing pet-lover community online. The visitors to the new site are greeted by background elements that incorporate the everyday life of being a pet owner.