Brand Identity and Website Design for P1 Pet

P1 Pet is a resource platform for entrepreneurs and startups in the pet-tech space, offering expert insights, connections, and inspiration for building innovative pet companies. With a large investor network and deep industry experience, they needed a brand and website that would appeal to their forward-thinking, tech-savvy audience—primarily ambitious 20–40-somethings looking to revolutionize the pet industry. Their goal was to create a digital space that felt both collaborative and cutting-edge, standing out from traditional pet brands while still feeling personable and curious.

For this brand, I developed their brand strategy and full identity suite, including a logo, brand marks, color palette, typography, brand patterns, and a fully custom informational website. Since they were positioned at the intersection of pets and tech, the brand needed to balance warmth and personality with a sharp, future-forward aesthetic. The logo features a bold sans serif for a tech-driven feel, paired with a bright orange paw print icon. That paw icon was designed by merging a paw with a conversation bubble—signaling connection and community, two of their core values.

The color palette leans into tech with dark navy and soft grey for structure, contrasted with a bright blue for energy and a vibrant orange for playful emphasis. The typography and iconography are clean and confident, but the brand doesn’t take itself too seriously—we added personality through quirky brand assets like a dog in a racing helmet mascot, hinting at the “F1 for pet-tech” positioning. Sharp angles and movement-based visuals add to the high-speed, innovation-forward feel.

The final brand successfully reflected their values—knowledgeable, curious, and youthful—with just the right amount of charm. They were thrilled with the brand direction and excited to roll it out across their digital platforms as they build momentum in the pet-tech space.