Overview

Pets Plus Us is a national pet insurance provider serving pet owners across Canada. Over the past 5+ years, I’ve worked with Pets Plus Us as a freelance designer and long-term creative partner, producing work across digital, print, motion, and large-scale out-of-home advertising.

My role evolved alongside the brand, supporting everything from daily marketing needs to high-visibility national campaigns in collaboration with internal legal, marketing, social, and partnership teams.

The Challenge

Pets Plus Us required creative that could scale across channels while remaining compliant within a regulated insurance environment. The key challenges included:

• Designing for both B2C and B2B audiences
• Maintaining creativity while navigating legal review and approvals
• Executing campaigns tied to major national partnerships
• Growing a meaningful and consistent social media presence from an early stage
• Producing bilingual creative for English and French markets
• Translating digital brand equity into physical, high-traffic environments

The Approach

My approach focused on building systems designed for longevity and trust. I worked closely with legal and marketing teams to ensure all creatives were accurate, compliant, and scalable, while developing flexible design systems and templates to support fast-moving campaigns. In partnership with a social media strategist, I helped define social guidelines, content styles, and reusable templates, delivering audience-specific creative tailored to key personas and ensuring consistent execution across paid ads, landing pages, web experiences, print, and out-of-home placements.

Scope of Work

Over the course of the partnership, I delivered a wide range of creative spanning digital and print marketing collateral, scalable social media systems and templates, paid social and display advertising, landing pages and online enrolment cart visuals, motion graphics and video production, large-format print and out-of-home advertising, and bilingual creative for both English and French audiences. I also led creative direction and production for key milestone brand initiatives.

Partnership Campaigns

In addition to internal campaigns, I supported Pets Plus Us across multiple high-profile partnership initiatives, collaborating on creative that aligned with both brand standards and shared audiences, including: Costco, CAA, Telus Health, and Allstate Insurance

These campaigns spanned B2B and B2C touchpoints, requiring careful balance between co-branding, compliance, and clarity of messaging.

Results & Impact

• Instagram growth from under 1,000 followers to 8,500+ followers
• Established scalable social systems supporting ongoing monthly campaigns
• Improved client acquisition through targeted ads and optimized landing pages
• Creative showcased across digital, print, motion, and out-of-home media
• Advertisements displayed along Toronto’s Gardiner Expressway, delivering national-scale visibility
• Successful execution of co-branded partnership campaigns with major Canadian and international brands
• Led creative direction and production for Pets Plus Us’ 10th Anniversary video, reinforcing brand credibility and longevity

Outcome

What began as freelance design support evolved into a long-standing creative partnership. By combining strategic thinking with executional depth, I helped Pets Plus Us scale their brand presence, modernize their marketing systems, and deliver consistent, high-impact creative across digital, physical, and national advertising channels for multiple audiences and markets.