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 Design

Brand Identity

Moodboard Development

Storyboard Concepts

Video Ads

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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