Trupanion set out to create a unified icon system that reflected their refreshed brand and could be used consistently across all channels. These icons started as general assets for the UX and brand teams to use, but expanded to become a modular library for the video team to use as well.

Testing

Once the core set was complete, I animated the icons for use in web and video applications. We ran an A/B test comparing static and animated versions of the icons on the website, and the static icons ultimately drove more engagement. The insight was clear: motion should serve a purpose, guiding users or clarifying information, not exist solely for decoration. Even so, the animated set became a valuable modular library for use across Trupanion’s social and video content, extending the brand’s visual flexibility.