Penny launched a new line of products for animal food, addressed to both cats and dogs. The new product needed an online presence within Penny’s website Their goal was to target pet owners who seek quality products at a lower cost.
The project entailed me to collaborate with concepts, UI and lead the Art Direction. By working within a group with a UX conceptor, content writer and developers, we arrived to the idea of the microsite.
Colours were chosen from the branding of the products. They were tweaked to have a fresh and young look. We were able to also play with the typography, and use not only Penny’s font, but also fonts that were playful, just like the pets consuming the products.
Animations served an important role as they allowed to bring the playfulness of the concept to life. There was a high level of collaboration between dev and design to realise the concept to the fullest potential. Details such as the arrows moving, how elements appear upon scroll, and transitions were looked at to add movement to the site.