Pet branding
website
A website for Sonya Mudvex, an art director and brand visionary who works with clients under her own brand, Fetchston. With extensive experience in pet-product branding, she has delivered dozens of thoughtful, creative projects. She has collaborated with well-known brands and is valued for her flexibility and sharp focus on business goals.
The main goal was to create a website that positions Sonya as an expert in building and growing pet-industry brands. Beyond showcasing her portfolio and explaining her approach, the site needed to establish Fetchston as a recognizable personal brand and highlight her unique value.
The main goal was to create a website that positions Sonya as an expert in building and growing pet-industry brands. Beyond showcasing her portfolio and explaining her approach, the site needed to establish Fetchston as a recognizable personal brand and highlight her unique value.
About project
I created the wireframes and moodboard in Figma and got them approved by Sonya, then moved on to building the site in Tilda.
Sonya provided the copy. I shortened and edited some paragraphs with the help of ChatGPT, so users wouldn’t be put off by walls of text and the most important information stayed front and center.
I generated the image for the contact section in Midjourney.
Sonya provided the copy. I shortened and edited some paragraphs with the help of ChatGPT, so users wouldn’t be put off by walls of text and the most important information stayed front and center.
I generated the image for the contact section in Midjourney.
Tools
Figma
Tilda
ChatGPT
MidJourney
To understand who the site was for, I held a call with Sonya and identified her main types of clients. This gave us three key personas.
Audience
Helga, 25
Recruiter
A recruiter looking for creative professionals for freelance, contract or in-house roles. She is responsible for evaluating a candidate’s expertise, portfolio quality and how they present themselves.
Goal: To quickly assess a specialist’s experience, skills and visual work for potential collaboration or hiring.
Matteo, 38
Business owner
Owner of an established pet-industry business, responsible for brand development, marketing and company growth. He is looking for a reliable specialist who can strengthen the brand identity and improve how the audience perceives it.
Goal: To gauge the specialist’s level of expertise, explore their services and see how their approach to branding could help grow the business.
Polina, 36
Startup
An entrepreneur launching a new pet-industry product. She is responsible for brand strategy, customer acquisition and building a strong market presence from the earliest stage.
Goal: To find a creative partner who will help build a recognizable, emotionally engaging and competitive brand from scratch.
Problems with the old site
Before proposing solutions, I audited the old website. See my notes on the white background.
Sonya came to me with a problem: her existing site was confusing visitors, and navigation between sections was unclear. She wanted to keep the site bright and creative, but clients couldn’t find the page they needed and left.
Sonya came to me with a problem: her existing site was confusing visitors, and navigation between sections was unclear. She wanted to keep the site bright and creative, but clients couldn’t find the page they needed and left.
Old site audit
Confusing navigation
Recruiters couldn’t find portfolio projects on the topics they needed. Some messaged Sonya directly to ask her to send them, while others simply moved on to other candidates.
Overcomplicated home screen
Even with hints, users couldn’t tell where to click on the all-projects page to move forward.
Unclear positioning
The old site wasn’t focused on pet branding, so Sonya came across as a general-purpose designer.
Next, I analyzed direct and indirect competitors to gather ideas, strengthen Sonya’s site and set her apart from the rest.
How the new site solved these problems
Clear navigation
From the home screen, users land on a page with all projects, where tags let them jump quickly to the topic they need. The featured work section also links straight to individual projects.
Closeness to the niche
I added a photo of Sonya with her pet to the home page. It shows that she is a pet parent herself and understands what matters in pet product design, because she shops for these products too.
Consistent brand style
I kept yellow as the accent color and black as the secondary one, and chose Outfit, a friendly typeface with rounded letterforms that supports the brand’s light, welcoming character.
Contact form
I added a form above the footer so clients can reach Sonya directly from the site, without hunting for her contacts on other platforms. This shortens the path from interest to first message.
The portfolio features category navigation, so visitors can browse Sonya’s work by type, for example, viewing all logo design projects. Each project page covers the specific challenges, the creative solution and the final result.
Portfolio page
The About page presents Sonya as an art director, pairing her professional achievements with a glimpse of her personal life. Since she works with pet brands, it was important to show that she is a pet parent herself and understands first-hand what truly matters to pet owners.
The person behind the brand
The Services page presents everything the art director offers, with a detailed description of each service.
A contact form is included here as well.
A contact form is included here as well.
Services
On the Contact page, visitors are greeted by Quantum, Sonya’s dog. In real life, he often joins client calls, adding warmth and ease to formal meetings.
A friendly finish
All screens are fully adapted for mobile devices, following UX principles and mobile design best practices. Layout, typography and spacing are optimized for small screens to keep everything readable and easy to use.
Large touch targets and simplified navigation improve usability and create a smooth, consistent experience across devices.
Large touch targets and simplified navigation improve usability and create a smooth, consistent experience across devices.
Mobile version
Outcome
The result is a website that works both as Sonya’s business card and as a standalone Fetchston brand. Navigation is now clear: visitors quickly find the portfolio, learn about the art director’s approach and see how she can help their business. At the same time, the site keeps the bright, creative character that defines her work and is instantly recognizable as Fetchston’s style.
Sonya was happy with the result and shared a testimonial about our work together.
UX/UI Designer
Adelina
Let's build your project
© 2026 Lina Designer