CatDogFish is a London-based startup pet insurance brand set up by pet owners. The company offers a single policy that is straight-talking and easy to understand, aiming to stand out in a crowded marketplace. CatDogFish wanted to develop an approachable visual identity that resonated with pet owners and animal lovers and reinforced their mission to make insuring pets as fun, informative and straightforward as possible. CatDogFish also commissioned me to create a short animation feature to kick off its online marketing campaign.

The Cat, Dog and Fish characters are central to the brand identity. They provide comic relief communicating some of the shared experience of owning a pet and commentary on the brand itself in the form of helpful tips and snarky remarks.

The hand drawn style gives the brand a very different feel from the incumbent behemouths (Petplan and Animal Friends) and when combined with handlettering, a bold friendly serif and a limited colour palette results in a clean and clear look that still feels premium without taking itself too seriously.

The website layouts prioritise content over calls to action, using a mixture of photography and illustration to bring it to life.