WWP: Wholesome, Charismatic, but never Glamorous

For designing a pet adoption/matchmaking site, developing a brand is a little bit like walking in a ravine. If brands are the collective understanding of how our audience perceives us, we need to traverse this ravine managing the very serious perceptions of people who are trying to adopt pets with those of the pet caretakers in shelters. Furthermore, our user interviews and field research revealed a noticeable divide between their perceptions of one another. Not only that, but there’s the necessity to present information to users that is on the one hand cheery and motivational towards the adoption process, and on the other hand upfront about the realities of adoption and rescue animals should someone want to know more.

With that in mind, our group decided on wholesome, charismatic, but never glamorous as our brand personality characteristics. This affected our subsequent work by summarizing and reminding us of our intention for our product. Our site is wholesome because it combines love from potential adopters, the shelters, and the pets themselves to find forever homes for rescued animals. It is charismatic in our drive to maintain the no-kill rate in Austin and to find each and every pet a home. Our product will never be glamorous because our site’s visitors do not seek out a companion for the glamor of it, they go to find their best friend/snuggle buddy/emotional support/family member.

The characteristics that we chose very strongly relay the intention of our website, and helped us remember our mission as the design came to fruition.