About the project

Crafting a Brand That Speaks to Pet Lovers Everywhere

BaxterBoo is an online retailer specializing in premium pet products and accessories. They offer a wide range of items, including pet clothing, toys, treats, and grooming supplies. BaxterBoo is committed to delivering high-quality products that cater to the needs of pet owners while ensuring comfort and style for pets.
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Project Scope
BaxterBoo’s brand identity struggled to resonate with modern pet owners due to fragmented visuals and messaging, which diluted emotional connections and brand recognition in a competitive market. The project aimed to redefine the brand with a unified, contemporary approach that reflected its playful, approachable, and trustworthy nature.

Through project road mapping, brand identity development, and cohesive visual and verbal guidelines, BaxterBoo’s refreshed identity successfully elevated its appeal. Storytelling-driven marketing materials further strengthened emotional connections, positioning the brand as a trusted leader in premium pet products while authentically engaging with its audience.

My Role

Project Management

Timeline Creation + Management

Competitive Audit

Brand Identity

Moodboard Development

Storyboard Concepts

Video Ads

Website Redesign

Conversion Rate Optimization

PPC Campaign Management

Project Status

Ongoing

Source

View Live Site

Visual Identity

Reimagining BaxterBoo’s brand meant taking a step back to uncover its true essence. During an in-depth brand development session, we explored the values, personality, and purpose that set BaxterBoo apart. Through thoughtful exercises, we discovered a brand rooted in trust, playfulness, and authenticity—a modern resource for pet parents seeking quality products and a seamless experience.

This process wasn’t just about refining visuals; it was about building a vision. A vision that brought together creative direction, strategic planning, and a clear timeline to ensure every piece of the puzzle aligned with the client’s goals and aspirations for the brand.
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Colors

The color palette was designed to evoke trust, joy, and a sense of connection:

#ff7129

#85C441

#7dd6ff

#133a61

Final Logo Creation

BaxterBoo’s new brand identity is more than just a fresh look—it’s a reflection of what makes the company so beloved by pet parents. It’s playful yet polished, approachable yet premium, and above all, authentic. This transformation positions BaxterBoo as a trusted, joyful destination for pet parents who want the very best for their furry family members.
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BaxterBoo corrugated box design for shipping products

Creating a Video to set Baxterboo Apart and Create Lead Generation

To create the theme for the BaxterBoo videos, we combined their Unique Value Proposition (UVP)—focusing on fast delivery, locally-sourced pet products, and the MVP loyalty program—with insights from an empathy map to deeply understand the needs and emotions of pet owners. This helped us identify key touchpoints, such as the relief of same-day shipping and the joy of providing high-quality, healthy products to pets.

Final Video

The final video assets brought BaxterBoo’s story to life across multiple platforms. We produced three versions—45 seconds, 30 seconds, and 15 seconds—tailored to different use cases and audience attention spans. Each version highlighted BaxterBoo’s Unique Value Proposition and captured the emotional touchpoints identified during the empathy mapping process.

To maximize reach and engagement, the videos were formatted in both 16:9 for traditional digital platforms and 1:1 for social media channels. This ensured versatility across platforms, allowing the content to resonate effectively with audiences, whether they were scrolling on Instagram or watching on YouTube. The result was a visually cohesive and emotionally compelling video suite that reinforced BaxterBoo’s brand as a trusted and joyful resource for pet parents.
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15 Second Version 1:1
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Woman looking at computer, learning how to use Greenshades payroll software

30 Second Version 1:1
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Redesigning the Shopping Experience for Higher Conversion Rates

At the start of the BaxterBoo redesign, it was clear the site’s user experience wasn’t aligned with its growing e-commerce goals. The platform had strong brand equity but a fragmented shopping journey—slow load times, scattered product hierarchies, and limited checkout options all contributed to high bounce rates and low conversion efficiency. I set out to change that by rebuilding the digital experience from the ground up, focusing on clarity, performance, and conversion intent.

‍Overall Workflow
To begin, I conducted a complete UX and performance audit to identify points of friction across the customer journey—from product discovery to checkout completion. Guided by those insights, the website was restructured to create intuitive navigation paths, stronger visual hierarchy, and simplified calls-to-action. I implemented layout refinements on category and product pages, improved mobile responsiveness, and optimized dynamic scripts to reduce visual clutter and enhance speed. On the backend, key conversion metrics were integrated with marketing dashboards to align UX decisions directly with PPC performance data.

Measuring Success

Before taking over the BaxterBoo ad account, the brand had fallen into what I call a “ROAS trap”—guarding a number rather than growing a business. Most of the ad spend was concentrated in branded search, which artificially maintained a ROAS around 2.0 but limited overall growth and scalability.

To make matters worse, the account was not fully leveraging its unique differentiators. As an NABP-accredited retailer, BaxterBoo is authorized to sell prescription pet products, yet prior management never completed the Google Ads compliance process, resulting in multiple ad disapprovals and missed opportunities in high-value categories.

On the technical side, persistent server stability issues were disrupting the site’s connection with Google Merchant Center, causing feed errors and data delays that affected conversion tracking accuracy. Each of these challenges required a methodical, cost-effective solution—from stabilizing feeds and completing prescription compliance to rebuilding campaign structures that supported long-term scalability rather than chasing short-term ROAS figures.

To measure performance across SEO, PPC, and UX improvements, key KPIs were established and monitored through Google Analytics, heat maps, and custom UTM tracking within the CRM. This allowed us to visualize user behavior, attribute performance accurately, and quantify the impact of every optimization. Over time, this integrated approach not only corrected data inconsistencies caused by server downtime but also provided a clearer picture of true campaign growth, setting the stage for consistent and sustainable scaling.

Here's what it looked like when it all came together!
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The Results

Within just 90 days of implementing the new campaign structure and technical fixes, BaxterBoo saw an 18% overall growth in total conversion value. Of the ten active campaigns, eight experienced measurable gains, with the top two alone contributing more than $14,000 in new conversion value. These improvements directly reflect the results of the refined bid strategies, audience segmentation, and expanded product compliance that opened previously blocked categories.

From a broader performance perspective, the site’s engagement rate climbed from 42.55% to 57.5%, while bounce rate fell from 75.52% to 40.4%, indicating significantly improved user retention and on-site experience. Paid media efficiency improved across every key metric—ROAS increased from 1.94 to 2.94, CPC dropped from $2.44 to $0.68, and revenue from ad spend surged from $55,166.69 to $146,105.56. Together, these results demonstrate that once BaxterBoo’s campaigns moved beyond static ROAS goals and underlying technical issues were resolved, the brand was able to scale profitably and achieve sustainable growth.