FidoCure​​​​​​​
is an innovative startup tackling canine cancer with advanced, personalized medicine.
THE DESIGN OPPORTUNITY
FidoCure is led by scientists and pet parents with the audacious goal of eradicating canine cancer. 
When they approached us, they had hundreds of success stories under their belt, a growing fan base of vets, oncologists, and pet parents, and they were ready to elevate their brand.
Partnering with designer Tricia Choi and Art Director Silas Reeves, I led the research and strategy phase of FidoCure's rebrand.  
FIDOCURE IS NOT A BRAND "FOR DOGS WITH CANCER"
FidoCure is a brand for pet parents who want the highest quality of life for their dawgs. 
A FEW KEY INSIGHTS
01. AUTHENTIC BRANDING IS ROOTED IN AUTHENTIC RESEARCH 
It was important to the founding team that the visual design reflected the core values of the company. But first, we needed to align the team on those core values and understand how customers currently saw the brand.
02. PET PARENTS ARE MILLENNIALS 
A strong 75% of millennials own a cat or a dog. 82% of millennials think pet parenting will prepare them for baby parenting. This finding helped drive the visuals and tone for the brand.​​​​​​​
04. CANINE HEALTHCARE TRENDS FOLLOW HUMAN HEALTHCARE TRENDS
To stay ahead of the curve for canine healthcare, we looked to human healthcare trends. What we saw inspired our approach to the brand strategy:  Personalized care, savvy health consumers, and healthcare at home trends in healthcare pointed us to opportunities for pet care.
FINAL DELIVERABLES
For the research & strategy phase of the FidoCure brand redesign, I led the delivery of:
     Synthesis of quantitative research
     Competitive analysis
     SWOT analysis 
     Brand positioning
     Brand principles ​​​​​​​
RECOGNITION FROM FIDOCURE
Gabrielle and the rest of the Pendulum team did an outstanding job on the FidoCure brand. Gabrielle was able to get inside the heads and hearts of our vets and pet parents, to understand their hopes and fears. They dug in to understand the mission and values of the company. From that deep understanding, they pulled together a standout brand. It's so much more than a wordmark and logo, the FIdoCure brand defines how we interact with the world. We were blessed to be able to work with Gabrielle.
- Melissa Miranda, Head of Product
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