Spot is a rapidly growing digital-first pet insurance provider. Genesis and partners were able to get to the heart of pet ownership by creating a new value proposition: "Pets make us better humans, and better humans create a better planet."  The new positioning shifted from selling the category with product pitches to customer benefit with emotive story engagement targeted at three different audiences.

The brand update is inclusive of all pets, captures the simple joys of pet parenting, leverages the limitless love pet parents have for their fur babies.