PetSafe, a division of Radio Systems Corporation, headquartered in Knoxville, TN needed to rebrand their image to reflect and support their growing product base. At the same time, they wanted to build a social networking platform to connect with their thousands of pet-owner customers on a personal level. The concept was to develop a system that would incorporate elements from both Facebook and YouTube. Pet training, customer tutorials, product demonstrations and corporate culture pieces were all to be made a part of the video catalog. Users would take surveys, upload comments, and post pictures and video to the site, all while creating a community that could connect with customers and facilitate future product.
We began with rebranding the PetSafe logo, corporate identity, product packaging and store signage. TradeMark revised the logo and introduced a glowing blue background, an inviting green banner and type treatments that came across as more approachable and customer-focused.
Once the branding was complete, it was time to tackle the website. In order to expand the brand to the web, background elements were incorporated that related to pets and pet owners. These graphics helped to convey a light-hearted and welcoming atmosphere for everyone that visited the site. The colors, fonts and logo were all made consistent throughout the rebranding effort, helping to create a cohesive and quickly recognizable brand.
The packaging and new corporate identity have been embraced by PetSafe customers as revenues continue to increase rapidly. PetSafe now has the tools to be able to connect with their customers beyond the sale, through the establishment of their growing online community.