/Works
Pet Insurance with Soul
Services
Creative Direction
Brand Development
UX Design
Overview
Figo is a pet insurance company for modern pet parents. From 2013 to 2022, I served as Creative Director, establishing brand creative from launch through acquisition by Independence Pet Group. I led teams through a major brand refresh in 2021, UI/UX for the Pet Cloud app, full-funnel campaigns, and major partnerships including Costco and UnitedHealthcare.
Challenge
As Figo scaled from startup to category challenger, the team needed to establish a differentiated brand, stand up a best‑in‑class mobile experience, and work through acquisition efficiently. Partnerships and channel expansion required cohesive storytelling and production discipline to meet retail, digital, and healthcare partner standards.
Approach
Brand foundations and evolution: the Figo brand launched in 2013 and a major refresh was established in 2021 to elevate design and UX as core business differentiators, including expansion into European markets.
Product design leadership: oversaw UI/UX for the Pet Cloud app (iOS/Android/React), aligning feature roadmap, design systems, and cross‑platform parity for a seamless experience.
Performance creative: developed lead‑gen and lifecycle programs with crisp value propositions, iterative testing, and channel‑specific creative for web, social, and paid media.
Partnership launches: led creative for Costco’s nationwide roll‑out across digital, warehouse, print, and video placements, and supported a UnitedHealthcare launch offering select members access to pet insurance via employer benefit.
Content operations: managed multi‑channel content calendars and a centralized asset library to improve velocity, reuse, and brand consistency.
Results
Figo established a highly distinctive brand and a highly usable mobile product experience that supported customer growth and partner adoption. The Costco partnership significantly scaled awareness and conversion, while the Pet Cloud app earned third‑party recognition for ease of use. Creative systems and content ops improved throughput across core channels and partner programs.
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