For the Annenberg PetSpace, the Annenberg Foundation’s center for pet adoptions and human-animal studies, Los Angeles–based ad agency Omelet built a 360-degree brand from scratch, including a site that extends the Playa Vista, California–based brick-and-mortar center. Created with development from creative firm Stink Studios, Annenberg PetSpace’s site acts as a digital hub for a larger campaign that includes a dozen location-specific billboards, radio, digital, social media and a powerful documentary series called The Unbreakable Bond. The site features profiles of the animals looking for a new home; each one contains comprehensive information on age, behavior, gender and weight to ensure potential pet parents find a good match. Users can also learn about upcoming events at the center and explore both its mission and a library of resources on animal behavior.
The online user experience can also affect and personalize visits to the physical Annenberg PetSpace. Omelet teamed up with Seattle-based digital firm Belle & Wissell, Co. to create a mobile app and a video wall for the center that integrates visitors’ information from their PetSpace accounts; this was accomplished with real-time data syncing across three APIs. All partners worked closely together to ensure a cohesive and personalized user experience from the website to the brick-and-mortar space.