Bringing Emotion to a Category Built on Claims

Rebranding Healthy Paws to build awareness, grow loyalty, and connect with pet parents in a more human way.

Healthy Paws Pet Insurance had strong customer satisfaction scores and industry recognition, but low brand awareness in a fast-growing, fiercely competitive category. The acquisition by Chubb created both pressure and possibility: it was time for the brand to stop quietly competing and start showing up with a voice that matched its values.

Leading with heart.

I led the development of a full brand refresh, starting with an insight: today’s pet parents don’t just care for their pets—they protect them like family. That emotional truth became our strategic and creative foundation.

From it, we built the brand’s new positioning, identity, and campaign around a single unifying idea:

Protected. Like Family.

A tagline, yes, but more than that. It’s a belief system that reshaped how Healthy Paws communicated, looked, and showed up in the world.

Building the Brand System

We overhauled the visual and verbal identity to support the new brand direction:

  • Typography: Introduced Fields and Mulish to balance modernity and warmth.

  • Color Palette: Retained the recognizable green, expanded with complementary hues that brought emotional depth.

  • Photography & Visual Direction: Defined a new standard for imagery focused on unscripted, intimate moments between real pets and their people, breaking from the generic stock or overly goofy feel typical of the category.

  • Guidelines: Delivered a fully built-out brand guidelines system to ensure consistency across all internal teams, partners, and channels.

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Launching the campaign.

To introduce the refreshed brand, we launched “Protected. Like Family.” with an omnichannel campaign, balancing emotion and play:

  • An unscripted, story-driven anthem video that captured the quiet intensity of pet-parent bonds.

  • A lighter “pet pairs” concept that showed lookalike humans and their animals—asking: If they look like family, shouldn’t they be protected like family too?

  • A series of playful and proof-based Meta ads that tested and optimized messages for maximum impact.

  • The campaign launched across CTV, OTT, Meta, YouTube, and digital video platforms to drive reach and resonance.

Protected.Like Family.

What did we fetch?

Within the first month of launch, Healthy Paws saw significant traction:

+102% increase in site sessions

18% of all leads were attributed to the campaign

15% of all new enrollments were tied directly to campaign efforts

These early results proved that the new brand direction wasn’t just emotionally resonant—it was performance-driven. Healthy Paws was no longer just processing claims. It was making a claim of its own: that our pets deserve protection rooted in love, not logistics.

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