The Challenge

Design branding for the Exotic Pet Refuge that can be used across social media and the website.

As a keeper at the refuge, I saw such a missed opportunity in their marketing without a website or coherent brand. I offered to do this work alongside my keeper role.

Build a functional website that allows the Refuge to take online payments for their Open Days with functionality that benefits their operations. Create evergreen Social Media assets that can be utilised throughout the year to increase engagement on socials and ultimate result in more ticket sales.

Develop a collection of photos of the residents at The Exotic Pet Refuge to be used in all digital marketing efforts, including, but not limited to: website, social media and print products.

The Solution

The animals at the refuge are all rescued from instances where they were pets, and were no longer being cared for adequately or were forfeited due to their complex needs. The refuge is open 6 days a year to the public to generate the income needed to provide proper care for the animals.

Using the imagery, brand guidelines and graphics I had created, I developed a functional website that allowed customers to purchase tickets to the Refuge's Open Days online by card, something they had yet to offer. 

As a Keeper at the Refuge, I saw the missed potential with the refuge having such a small online profile. That, and having built up a rapport with many animals there, I felt I was best placed to capture their little faces for all to see.

The Build

Branding

To begin the project, I developed multiple logo iterations, colour palettes and typography options and worked with the owners to develop comprehensive brand guidelines. 

Social Media Assets

Using the new branding, I created multiple reusable social media assets for use throughout the year.I first met with the Owners of the refuge and discussed goals for the website. We discussed features and potential issues.

I then designed wireframes and wrote copy. Once the branding designs were approved, I populated the wireframes with the branding to complete the site's design process.

When the key stakeholders approved designs, I then built the wireframes and fleshed out features on Wix Studio. Opting for wix meant the refuge could still have access to no-code options when it came to updates and flexibility.

Finally, I tested the site, released a preview, and gathered feedback. The final steps also included optimising the site for mobile and connecting apps in the background to ensure the site would feed donations to the refuge directly.  I shot both professional photos to be used on the website and as content backgrounds, and UGC style videos for social media. I then edited the photos on Lightroom to give a consistent look.

The Impact

I then scheduled a social media campaign that raised the pages engagement rate significantly and that doubled the donations they received on their Open Day (from their previous years).

The effect of these photos is best seen on Google maps where they have had over 10,000 views and have provided a solid base for the Refuges online presence. As part of my efforts, I revitalised their Google Maps Location Profile. This included updating opening hours, contact information, adding their website and social media profiles and fleshing out FAQs. Once the images were added, the location profile soared in popularity. This led to more reviews and information being distributed by local fans.