Problem Statement
Petplan made the decision to discontinue their printed fetch! magazine and migrate the content to an online hub. This translated to the fetch! health newsletter that goes out monthly to policyholders and prospects. Throughout the last two years of Petplan transforming as a company and going through different phases of rebranding, this template has posed a problem that needed solving several times. Working on this monthly newsletter with the copywriter to come up with the best way to bring this information to our email list was an absolute highlight of my career at Petplan. Keep reading to see how this piece transformed over the years!
01 Game plan
Each time the idea of an updated template was brought up, the copywriter and I sat down together to come up with our game plan. The first step was to ask why we wanted to change it, then how we could make it happen, and finally what each step should be. The “why” was always due to a constantly evolving brand, the “how” was to switch up not only the content pieces but the very design itself. Finally, the “what” step involved a lot of collaboration, experimentation and versions until we found the final piece!
02 Refined Style
Each time this piece was re-created, we settled on a general style and feel for the piece. We worked to keep the same categories and content throughout each version, renaming and reworking them to better match the updated branding.
03 Final Result
After several rounds of changes and adjustments – as well as many brainstorm sessions and cups of coffee – we landed on the design that Petplan is using today for their new brand. I created some custom illustrations for the “toxic chocolate” and “trick or treat” sections.
