PROJECT ROLE
Brand Identity Design
UI Design
UX Design
CREDITS
An internal company project.
YEAR
2025
Overview
Paws is a new sub-brand under Refine Pharma, focused on delivering pet medication through an online platform. The target audience is younger pet owners (21–35), typically high-income, who want a convenient, vet-free way to manage prescriptions. I led the development of the brand identity and visual design system. This is an ongoing, in-house project that’s currently in the implementation phase.
Role & Responsibilities
- Led brand identity design from concept through to refinement
- Conducted stakeholder discovery and competitor research
- Created and maintained a scalable design system in Figma (currently in progress)
- Optimised key user flows to ensure ease of use
As we entered the pet medication space, there was no brand to launch under.
As Refine Pharma entered the pet medication space, there was no brand to launch under. It needed an identity that would stand out, feel friendly and reliable, and resonate with a younger audience used to premium DTC (direct-to-consumer) services.
The design needed to:
- Appeal to 21–35 year olds with disposable income
- Feel fun, warm and trustworthy
- Support future expansion across other applications (potential to release iOS app in future)
I set the project goals:
- Create a brand identity that feels fun and playful, and appeals to a younger audience
- Create key user journeys and flows
- Create a versatile design system to speed up hi-fi prototypes and hand off to devs
I went off and researched the industry, competitors, and created two mood boards with distinct styles the identity could go down.
I started with a stakeholder discovery session to define scope, audience, and tone. From there, I audited competitors in the online pet medication space and shared a visual analysis of trends in type, colour, and tone.
Key insights:
-
- Most competitors leaned medical and serious
- Fun, expressive brands were limited, but we felt they were more memorable
- Clear opportunity to create a premium, characterful identityI started with a stakeholder discovery session to define scope, audience, and tone. From there, I audited competitors in the online pet medication space and shared a visual analysis of trends in type, colour, and tone.
- I presented two contrasting mood boards after the competitor analysis:
-
- Friendly, bold, expressive (large, loose type, bright colours)
- Traditional pharmaceutical/medical feel
We moved forward with the more playful route, which we felt would appeal to the target audience more effectively.
-
After getting agreement on the visual style with stakeholders, I moved onto creating three fun, bold and youthful identities.
Following on from the research stage, I designed three concepts:
- Bold, custom “PAWS” wordmark with the S extending into the W as a tail
- Bouncy stroke-based custom typography for an approachable, youthful feel
- A warm serif with a continuous-line logomark of a dog
After a company wide presentation, the first concept was almost unanimously selected, so it was refined further. I tidied up the linework, the shape of the tail, and the ‘waggle’ to give it more movement. I tested it in real-world mockups (website, packaging, mobile UI) to help stakeholders visualise the direction.
Final Identity Design
Results
*Currently in development – measurable outcomes will be tracked post-launch
So far:
- Design system approved and used by development team
- Homepage and product page prototype signed off by stakeholders
- Strong internal feedback on brand tone and visual clarity
Reflection
Working on Paws has given me the chance to shape a brand from scratch, then build a design system that supports both marketing and product UI. Creating a design system with a focus on usability and consistency (due to the use of variables and assets feature in Figma) has helped speed up developer handoff, improve efficiency and ensured long-term consistency.
Bring your project to life
Book a free discovery call with me to get your new brand identity up and running.