THE CHALLENGE
Make the digital user experience match the high touch feel of this influential, mission driven, animal organization and increase the online donations and visibility of the Tails of Help brand.
OUTCOME
A new style guide and website that supports Tails of Help as the premiere Canadian animal rescue that caters to veterinarians and business professionals looking to make a positive impact in animals lives.
What started out at first as an unforgettable visit for Codessa’s Executive Creative Director, Joe Momoh, quickly turned into a commission to produce a online platform for this animal rescue organization located in Canada. Tails of Help Executive Director, Mark Patrick, was ready to take on a new approach and enlisted Codessa to help tell the Tails of Help story.
Joe travelled to the Tails of Help offices and met with key executives and board of directors. The strategy goals presented a number of challenges — namely, increasing usability and donations through the website. Happily, both were overcome in the process of strategy and execution.
Defining the brand creates an objective roadmap; a decisional filter for all the company’s future decisions. By checking against this statement, we can quickly see whether any decisions will help or hurt, focus or muddy, purify or modify the brand.
An in-depth strategy session was conducted. What emerged was a clear brand story and voice for Tails of Help.
Based on the user profiles and user journeys, we created a sitemap from sticky notes. The site content was then organized and prioritized around key behaviours.
Once the creative tone was set, the team quickly went to work to capture a new identity system that reflects the “Sleek human-oriented” aesthetic. Working with design strategists, the design team created a unique, modern online platform.
The Tails of Help brand was in need of a refresh, while still honouring the mission driven values and goal of keeping pets healthy and with their loving families. After reconstructing the site architecture and giving the website a strategic design overhaul — users are bouncing off the site less and staying on and engaging longer.
The Tails of Help brand was in need of a refresh, while still honouring the mission driven values and goal of keeping pets healthy and with their loving families. After reconstructing the site architecture and giving the website a strategic design overhaul — users are bouncing off the site less and staying on and engaging longer.
2020
