I created a New Year campaign for Adopt A Pet as spec work. The purpose of the campaign was to raise awareness of pet adoptions through the excitement of a new year, as well as to spotlight and share adoptable pets.
The first concept I pitched was inspired by astrology and Earth’s revolution around the sun every year:
The second concept was inspired by a new calendar and/or planner at the start of a new year:
The new year represents a clean slate. The cool color palette feels wintery and using the white from the brand’s palette for backgrounds feels clean.
Photography is user-generated and mostly from shelters in order to highlight pets available for adoption.
The gradient is reserved for the “Ready for a home” sticker and inside headlines to help it feel special and mysterious. (Who knows what adventures await in the new year when you adopt a pet?)
