I led the 360° rebrand and digital experience for Pet Plate with Sagmeister & Walsh (now &Walsh), R/GA, Andy Baker Studio, Henry Hargreaves, Zipeng Zhu, Zach Vitale, Or Type, Francesca del Balzo, Charlotte Omnès, Claudia Domingues, and Eing Opastpongkarn.
We challenged ourselves to update our brand to be grounded in the idea that "dogs are family, so let's humanize them". My favorite elements of the rebrand include the ornate dog illustrations, witty copywriting & photography, and the "panting" logo motion.
![](https://format.creatorcdn.com/11c1f2f8-b520-499d-9f90-4d3137654ee9/0/0/0/0,0,3975,2226,3975,1200/0-0-0/edc1fd47-f473-4c8a-b1af-844d0ef86daf/1/1/pet_plate_intro.png?fjkss=exp=2037551138~hmac=0aafeed762d703dc088708710a65e50fd50277f06ac5870eb80af3558eaa7b5e)
![](https://format.creatorcdn.com/11c1f2f8-b520-499d-9f90-4d3137654ee9/0/0/0/0,0,3840,2160,3840,1200/0-0-0/3e7c05c0-f152-48a2-9826-446390dfc13d/1/1/iPhone_Comps_Sc10.jpg?fjkss=exp=2037551138~hmac=76a4784c7cc05a75c47818600faba58908d4181ff19528c0c2db617e1bb77cb9)
![](https://format.creatorcdn.com/11c1f2f8-b520-499d-9f90-4d3137654ee9/0/0/0/0,0,1440,870,1440,1200/0-0-0/139cf200-1474-49be-b380-a37b87c190a0/1/1/PetPlate_Desktop_Hero_Sc8.jpg?fjkss=exp=2037551138~hmac=8b4178d92808dcf61ba73b887719e8d1b5b53792787d9caca9485f3c217a431c)
![](https://format.creatorcdn.com/11c1f2f8-b520-499d-9f90-4d3137654ee9/0/0/0/0,0,3840,2160,3840,1200/0-0-0/f6142ad5-ed95-4dae-a558-7ca8b7ae3d97/1/1/iPhone_Comps_Sc5.jpg?fjkss=exp=2037551138~hmac=76a4784c7cc05a75c47818600faba58908d4181ff19528c0c2db617e1bb77cb9)
![](https://format.creatorcdn.com/11c1f2f8-b520-499d-9f90-4d3137654ee9/0/0/0/0,0,1440,870,1440,1200/0-0-0/aec4161f-694c-4012-b19c-4f70790f0b00/1/1/PetPlate_Desktop_SignUP_Sc1.jpg?fjkss=exp=2037551138~hmac=8b4178d92808dcf61ba73b887719e8d1b5b53792787d9caca9485f3c217a431c)
![](https://format.creatorcdn.com/11c1f2f8-b520-499d-9f90-4d3137654ee9/0/0/0/0,0,1440,870,1440,1200/0-0-0/05b91986-5517-485a-8774-17126dd11f66/1/1/PetPlate_Desktop_SignUP_Sc5.jpg?fjkss=exp=2037551138~hmac=8b4178d92808dcf61ba73b887719e8d1b5b53792787d9caca9485f3c217a431c)
![](https://format.creatorcdn.com/11c1f2f8-b520-499d-9f90-4d3137654ee9/0/0/0/0,0,1920,1080,1920,1200/0-0-0/5d276ec0-5f57-442d-88f5-7468ab1ee171/1/1/PET_PLATE_LogoAnim_Tongue_1920x1080_onWhite_v01_lowres.gif?fjkss=exp=2037551138~hmac=039a1b48066bb2e375a15f6bf90ed6a841167fb7e0dca90589cf2f1890273433)
![](https://format.creatorcdn.com/11c1f2f8-b520-499d-9f90-4d3137654ee9/0/0/0/0,0,1870,1050,1870,1200/0-0-0/f21c44fe-4e7a-4167-b1c4-70f0b39bb8c6/1/1/2019-10-02_17_00_26.gif?fjkss=exp=2037551138~hmac=f4d7c38245622b3d0d9037f1dc2e0bc4db0d5bd91c024f8d0eedc771c9814687)
![](https://format.creatorcdn.com/11c1f2f8-b520-499d-9f90-4d3137654ee9/0/0/0/0,0,1452,810,1452,1200/0-0-0/1daa1fa4-8833-41ee-aa07-04a83824e592/1/1/2019-10-02_17_02_25.gif?fjkss=exp=2037551138~hmac=15c0a97c68ef07cd844b19c96aa5be87836fa775aa1a0249b3584a1c92559171)
![](https://format.creatorcdn.com/11c1f2f8-b520-499d-9f90-4d3137654ee9/0/0/0/0,0,3678,2066,3678,1200/0-0-0/9c803d49-5152-45a4-a2ff-967b788e6515/1/1/pet_plate_typefaces.png?fjkss=exp=2037551138~hmac=e0db57453ad7219971121139abe4b87488461e8202b59a3f500accac061b8b15)
![](https://format.creatorcdn.com/11c1f2f8-b520-499d-9f90-4d3137654ee9/0/0/0/0,0,800,469,800,1200/0-0-0/3cbc4a34-a5b9-4f30-95da-a205cc33bb66/1/1/format_dumps.gif?fjkss=exp=2037551138~hmac=da7fcbc77d4c66f31dfd14f82c68ad5b94c9ef3e6b13d82a931387bcb1373f83)
![](https://format.creatorcdn.com/11c1f2f8-b520-499d-9f90-4d3137654ee9/0/0/0/0,0,800,546,800,1200/0-0-0/9aae87c4-6027-4d93-92b4-6bcb85346bfe/1/1/format_animated.gif?fjkss=exp=2037551138~hmac=befe45838560dafb6ff0a14acf0559fc9d2656be64cf1a6fea983e0dd5e59f5b)
![](https://format.creatorcdn.com/11c1f2f8-b520-499d-9f90-4d3137654ee9/0/0/0/0,0,2484,1232,2484,1200/0-0-0/d613980f-2839-4954-a0cb-adf5f60b5321/1/1/pet_plate_last_supper.png?fjkss=exp=2037551138~hmac=604f070e5d2c8609f49b100115991b004c17901215131ad698984e058ad7ebb3)
![](https://format.creatorcdn.com/11c1f2f8-b520-499d-9f90-4d3137654ee9/0/0/0/0,0,2852,1868,2852,1200/0-0-0/33d52ff5-ecca-4f63-a629-3cdccf67dc46/1/1/pet_plate_judges.png?fjkss=exp=2037551138~hmac=56471316cb93f7998d6246a12b0f57b5bd7c10cafbc130310d6eb8b96294c579)
![](https://format.creatorcdn.com/11c1f2f8-b520-499d-9f90-4d3137654ee9/0/0/0/0,0,1406,1466,1600,1466/0-0-0/aa23677b-31ba-498c-b976-ee42313e55c7/1/1/pet_plate_ingredients_pug.png?fjkss=exp=2037551138~hmac=8dff9f743d34e1ca76506f82f12cab2d84234173fd25cc6a07b36a2349a7011b)
![](https://format.creatorcdn.com/11c1f2f8-b520-499d-9f90-4d3137654ee9/0/0/0/0,0,3430,1920,3430,1200/0-0-0/98b21768-5b48-41e7-a704-a5dd594b7147/1/1/pet_plate_illustrations.png?fjkss=exp=2037551138~hmac=fa3f581a72b5a84ebfd5e1689740ad2868e42d472dd6f7af442c9d9a4ffc5431)
![](https://format.creatorcdn.com/11c1f2f8-b520-499d-9f90-4d3137654ee9/0/0/0/0,0,2864,1778,2864,1200/0-0-0/f3539fa3-6b79-4de0-845c-43a94f680e77/1/1/pet_plate_food.png?fjkss=exp=2037551138~hmac=a3298f9e665d5c48228565155f14a7534e48564a2ab91f5062d0d5f0d36cd27d)
![](https://format.creatorcdn.com/11c1f2f8-b520-499d-9f90-4d3137654ee9/0/0/0/0,0,3624,2224,3624,1200/0-0-0/6e3570d5-72c4-4950-b2a7-2c5238afca83/1/1/pet_plate_food_freaked.png?fjkss=exp=2037551138~hmac=8e179410c9f0505118f550564b08a8a4c8e1889508357e31a5e4b39ab84036f0)
![](https://format.creatorcdn.com/11c1f2f8-b520-499d-9f90-4d3137654ee9/0/0/0/0,0,3969,2229,3969,1200/0-0-0/2812f247-bdba-4cb1-8d1c-ca291351e990/1/1/pet_plate_crests.png?fjkss=exp=2037551138~hmac=68e528f836d2ff882b1410956904c9f1eabb439041905cb131d1dc3209ca7ef3)