The Zoo
By Chewy
Creative director ⌁ Logo Design + Brand Identity + User Interface
The Zoo is a social media destination for the pet-obsessed, a safe space for pet-parents to come together and share in the joys and challenges of taking care of our furry friends.
The Challenge
Rebranding ZooPix to 'The Zoo by Chewy' involved several key tasks. First, I needed to create a new logo that embodied the brand's principles. Next, I developed a visual identity to reflect these values. I then updated the existing app to align with the new visual identity in time for the relaunch. Additionally, I provided UX support to design the new "Packs" group feature for the relaunch.
New name, new look.
I designed a versatile logo to bridge the old and new brand, ensuring we did not alienate existing users. The logo communicates a focus on pets and appeals to a broader audience while seamlessly integrating into the Chewy family of brands.
Old vs NEW
App Icon and Load Screen
Crafting a Cohesive Brand Toolkit
I constructed a scalable design system that integrates seamlessly across marketing and product design. This system effectively communicates the brand's vibrancy, authenticity, inclusiveness, playful spirit, and credible reputation.
Style Tile
App Store
A Digital Re-fur-bishing
I refined and applied the new design system across the existing app, collaborating closely with The Zoo’s production team to ensure seamless implementation of all assets and screens. I also contributed to a successful launch through thorough quality analysis testing.
Rad Rejects
Ask any creative—the best part of a project is that initial exploration phase when the sky is the limit. During ZooPix’s rebrand, I delved into countless creative directions and vibes for the brand. Below is a selection of decks showcasing my favorite rejected concepts, each exploring an edgier, millennial, or Gen Z vibe. These concepts pushed boundaries and took bold risks, and I’m excited to share them with you. Dive in to see the ideas that didn’t make the final cut but still shine with creativity.
Direction 1 ⌁ Reliable + Warm + Clean
Direction 2 ⌁ Exciting + Playful + Smart
Direction 3 ⌁ Bold + Expressive + Whimsical
