Brand Identity
ART DIRECTION
The world’s leaders in genealogy, Ancestry DNA, had a new DNA product to launch. Only this time it was different.
This time it would be for pet owners of our furry friend - the dog. The dog DNA test kit would extend Ancestry’s scientific expertise into a new field. Once a swab was taken and posted back, the top-notch scientists could tell you all about your dog’s breed, traits, and matches. Cool right?
This would be a new sub-brand that sat under Ancestry, and they needed a visual identity to bring it to life. Being a dog owner myself of a very mixed breed dog (a Romanian rescue dog, that resembles both an Ewok and Chewbacca because of his luxurious long coat and very short legs) I jumped at the chance. Visuals of dogs every day? Sign me up.
And that they did, on a 5-month doggie filled contract.
Apart from already having a logo, typeface and colour palette, they needed a fresh and friendly brand. So, working alongside a copywriter and Ancestry’s marketing team, I created and produced all their visual marketing communications to inform the world of the launch of ‘Know Your Pet DNA’ By Ancestry.
From landing pages, social media posts, customer journey emails, onsite banner advertising, packaging, conceptual merchandise, Amazon product images, and a brand playbook, we made the hugely successful October launch – with more than 10,000 kits sold in the first month.