Pedigree child replacement

The Pedigree child replacement website is part of an adoption drive campaign. It aims to connect adoption dogs with parents who find themselves alone after their kids move out. 


We devised an engaging 'onboarding' style process that takes the user through a set of questions about the child’s personality and finds a match on the dog adoption database.


As Design Director I concepted the digital experience, oversaw UX, animation and did the design and illustration.


Visits to the site far exceeded forecasted expectations, forcing us to find more shelter dogs to meet the demand. In six weeks we got more online dog adoption enquiries than in the last two years combined, helping to make The Pedigree Child Replacement Programme the most successful Adoption Drive campaign in almost a decade.