Showing Love For Our Pet Friends

When the Pet Food Institute decided their old website was looking ruff, Escape Hatch was called in to give them a digital makeover that’d win best-in-show.

Client:

Pet Food Institute

Skills:

Project:

A Brand Evolution

Having an established and recognizable brand is a great starting point, but the more immersive and interactive format of a website makes a redesign a perfect opportunity to add extra “oomph” to brand visuals. For Pet Food Institute that meant evolving their color palette to bring in bolder colors and added visual interest through subtle shapes, patterns, and colorful accents. New typography and photo styling put the cherry on top of this adventurous creative that feels impactful and attractive while not disassociated from the brand so many know and love.

Spotlighting Advocacy

Many member and trade orgs use advocacy as a way to lead their industries forward. For Pet Food Institute, we made a point of highlighting their advocacy efforts through visuals like scorecards, lists, interactive charts, statistics, and “did you know?” blurbs. The result is the transformation of “boring” data into eye-catching visuals that make the reader stop and absorb rather than scroll on by.

A Blog Within A blog

Most people know WordPress is the most used website platform in the world but it’s become so synonymous with marketing websites people forget that it started out as plain old blog software. Using a platform with roots in blogging paid dividends for Pet Food Institute as the majority of content on the site matches the format of short and medium-form blog posts. After a large re-categorization effort, we performed a 1:1 content migration to preserve search equity and to make new content easier to publish and promote to their audiences.

The People Behind The Pets

At the end of the day, the Pet Food Institute is an organization of people who love and greatly care about pets. When crafting their new website, we wanted to include special moments where members and their pets could be featured. The site features several of these areas along with a hidden process for taking in new member-submitted photos.

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