With the explosive growth of flash sales sites like Rue La La and Gilt, Pet360, an online retailer of pet products, wanted to be the first members only flash sales site in the pet product category. Many names and several website designs were tested while working closely with the client and pet owner focus groups from Philadelphia and New York. “Petoolah” had won the hearts of both the client and the focus groups.


I helped create an identity and online experience that captured what the focus groups valued most: smart and informative shopping, with a playful spirit. A clean and clutter free interface directs the shopper to get exactly what they need, while visual cues such as the “Petoolah System” informs the shopper of the great benefits of each product. The floating icons of the “Petoolah System” around the pets in the background convey an idea of fun and playfulness that you and your pet will have with the products found on Petoolah.