The orange box: the onboarding kit designed to be photographed.
Case study 03 · GapOnly by PetSure · 2019–21
A fintech platform that let vets process insurance claims on the spot, so families only ever paid the gap. When I arrived it had a logo and an operational concept. Everything else needed building.
Most pet owners don't find out what their insurance covers until they're already at the vet, already stressed, already facing a bill they weren't expecting. GapOnly changed that: vets process the claim on the spot and families pay only the gap. For vets, it meant recommending the treatment an animal actually needed. The stakes, for some pets and their owners, were genuinely high.
Everything needed building: brand identity, visual guidelines, go-to-market strategy, website, social channels, vet onboarding program, trade advertising and lifecycle communications. With no agency budget, I designed and built most of it myself, including the website, saving over $30,000 in the process.
The orange box: the onboarding kit designed to be photographed.
Built the visual identity and guidelines up from a logo, giving a brand-new fintech a face vets and pet owners could trust.
Strategy, website, social channels, trade advertising and eDM lifecycle, designed and delivered hands-on.
Every newly onboarded clinic received a heavily branded kit with everything needed to promote GapOnly in-clinic, designed to be photographed.
The box did more than onboard clinics. When it arrived, clinics naturally shared it, turning each new partner into a moment of organic visibility for the brand: earned media, engineered by design.
The same build-it-yourself discipline ran through everything: a website built in-house, social channels launched from zero and a vet onboarding program that scaled without an agency behind it.
Built to help pet owners access better veterinary care when it was needed most.