Project Overview
Assets
15
6 planning docs · 4 design concepts · 6 platform assets
Build Status
Discovery & Planning
Strategy docs ready · Design in progress
Client
Generation Pet
Managed by Pet Industry Resource
Planning Documents
6 docs
Audit & Diagnosis
Full brand and site audit: 5 critical issues, 6 opportunities, 5 core strengths, brand identity assessment, and prioritized recommendations.
Brand Audit View
Site Map: Old & New
Current genpet.org structure (BigCommerce, 21 pages) vs. proposed PIR platform architecture. Page-by-page action table: keep, move, restructure, retire.
Site Audit View
Design Influences
Four reference websites curated to guide the GenPet redesign: founder-built brand narrative, B2B wholesale design, natural food brand analog, and premium pet brand storytelling.
Design Ref View
Design System
Generation Pet color palette extracted from genpet.org, typography, WCAG pairings, tint steps, and CSS token reference. Source of truth for all mockups.
Brand-sourced View
Marketing & Design Strategy
Proposed engagement covering Design T1, Marketing T1, and Development T2: retailer email program, sell sheet library, brand assets, and specials visibility.
Proposal View
Roar Platform Proposal
Custom wholesale operating platform proposed for GenPet. Five modules: Wholesale Portal, Retailer CRM, Warehouse, Order Management, and Finance Tracker. 12-month build.
Proposal View
Design Concepts
4 concepts
HP-1
Homepage v1
Heritage-forward layout: bold ALL CAPS headings, navy hero with stats, founder story, 4-col values grid, brand logo row, territory section. Emphasizes GenPet's 28-year Northeast origin.
ReadyOpen
HP-2
Homepage v2
Dual-audience split strip (Brands / Retailers), search hero, stats band, product category grid, brand chip carousel, territory map section. B2B distributor aesthetic.
ReadyOpen
HP-3
Homepage v3
Mission-first hero, founder quote band, Four Stakeholders grid (Pets / Brands / Retailers / Community), photo-rich story sections, brand standards list. Story-driven and values-led.
ReadyOpen
HP-4
Homepage v4
Clean white editorial, numbered "How It Works" steps, credibility data panel, brand pill grid, three testimonial cards, milestone stats band, FAQ section. Conversion-optimized and minimal.
ReadyOpen