The Opportunity
Tens of millions of pet owners visit USA TODAY’s digital properties every year. Many were already engaging with pet-related stories, and the sub-brand AnimalKind alone had generated hundreds of millions of views. The content team recognized an opportunity: create a dedicated brand that could celebrate the joy of pet ownership while offering a brand-safe environment for advertisers eager to reach this passionate audience.
The Solution
The internal studio consolidated existing pet-focused content and built a new identity: USA TODAY Pets. Designed as a joyful destination for all stages of pet ownership, the brand balances lighthearted storytelling, practical advice, and emotional connection—positioning itself as both a resource for owners and a welcoming platform for advertisers.
Brand Strategy
At its core, USA TODAY Pets is about exploring the joy of life with pets. With an unbiased voice, it delivers tools, tips, and laughs to help owners care for and celebrate their animals—capturing the emotional bond at the heart of pet ownership.
Creative Execution
Identity System — A complete visual identity and creative framework, extending across digital and partner touchpoints.
UX/UI Design — A flexible design system seamlessly integrated into USA TODAY’s product environment.
Campaign Rollout — A digital-first campaign, including online video (OLV), display, and social promotion to introduce the brand to millions of pet lovers.
The Impact
USA TODAY Pets established itself as a joyful, trusted destination for consumers while opening new revenue opportunities for advertisers. By unifying fragmented content under one cohesive identity, the brand created clarity, consistency, and momentum—delivering value for audiences, advertisers, and the newsroom alike.
Role: Head of Creative Studio, Brand Strategy Lead