Zoomies
Brand identity and UX for a challenger US pet insurer — built to disrupt a crowded, clinical market.
Full brand identity and digital product design for a budget-first US pet insurer — from visual language to conversion-focused quote journey. The brief: make affordability feel like a choice, not a compromise.
- Visual identity system
- Campaign direction
- Landing page design
- Quote journey UX
- Social assets
- Physical concepts
Making pet insurance feel joyful, not transactional.
The US pet insurance market is crowded and emotionally charged. Competitors position themselves around reassurance, seriousness, networks and complex plan comparisons. The tone is often clinical or corporate.
Zoomies aimed to win a different audience. Budget-conscious pet owners who care deeply about their animals but feel priced out or put off by traditional providers.
The brand needed to signal affordability without feeling cheap. It needed to acknowledge emotional connection without sliding into sentimentality. It needed to feel seamless — from billboard to mobile quote flow.
This was not simply a logo exercise. It was a full behavioural brand system designed to drive conversion.
Strategy
The name Zoomies captured a familiar emotional moment for pet owners. It deliberately positioned itself around reassurance, silliness and reliability. The tone was different: warm, but never naive.
Rather than competing on features, the positioning focused on simplicity and approachability. The language was warm and playful. The tone acknowledged budget constraints without shame.
The creative direction balanced colour blocking with real pet photography to avoid feeling visually alienating.
Understanding the problem
Pet insurance purchase journeys often fail at the quote stage. Long forms, unclear pricing logic and dense plan comparisons created decision fatigue.
Budget-conscious customers are highly price-aware but time-poor. They want transparency and speed. The UX needed to reduce cognitive load while still gathering underwriting data.
This meant carefully structuring questions, providing clear visual feedback and showing pricing early in the journey to reinforce value.
Test or feature prioritisation
The quote flow was designed as a stepped, conversational journey. Users answered simple questions about their pet before moving to plan selection. Each screen reinforced progress and minimised visual noise.
Plan comparison cards highlighted reimbursement levels, annual limits and exclusions in a way that avoided analysis paralysis. Pricing clarity was prioritised over marketing copy.
The landing page introduced the product with a strong emotional headline before a clear three-step explanation. Emotional resonance landed first; utility followed.
The brand system extended into social posts, print banners and outdoor concepts to demonstrate scalability.
Visual design language
Zoomies used primary colour blocking with red, yellow and blue to create instant recognisability. A soft-edged badge mark reinforced affordability without appearing discount-led.
The typography system used bold and friendly faces, designed to feel modern but shifting into novelty when needed. Real pet photography grounded the brand in authenticity.
Design system
The identity system was modular, allowing expansion into additional channels — digital, print and social — without requiring manual adaptation per placement.
The system was structured to evolve as the product matured and distribution channels expanded.
New features
The quote flow incorporated early pricing signals to reduce abandonment. Plan selection screens emphasised transparent value propositions. The mobile layout adapted to different screen sizes to minimise scrolling fatigue.
Social media executions leaned into relatable pet-owner moments, reinforcing emotional connection while maintaining budget positioning.
