Building a Network Pet Owners Trust
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The Situation
Cadence Private Capital was building a pet care network from scratch, acquiring independent facilities across the Midwest and unifying them under one brand. Every acquisition came with a different story: one location on Wix, another on GoDaddy, a third running email through some random cPanel setup. Nothing talked to anything. Embark had no website, no brand system, and no infrastructure to onboard the next facility. They needed all three, and they needed it to scale.
What We Built
Design & Brand
We created the full Embark brand and visual identity from the ground up. The challenge was serving two very different audiences from the same site: pet owners looking for care they can trust, and facility owners considering whether to join the network.
The brand had to feel warm, people are handing over their pets, but professional enough that a business owner takes the partnership page seriously. We built a visual system around custom iconography, photography, and video that carries across every touchpoint. Every asset on the site was sourced, directed, or created by us.
Development
The site is built in Next.js with a component structure designed to grow with the network. The network page pulls in live Google Review ratings for each location, real scores from real customers, not curated testimonials. Each facility card shows its services, location, and links directly to Google Reviews.
When Embark acquires a new location, adding them to the site is a quick update. The whole system was built knowing this network would keep expanding.
The Partner Pipeline
The site does double duty. Pet owners land on the homepage and find services, locations, and proof that these facilities are legit. But there's a second audience: facility owners who might want to join the Embark network. The Partner With Us page makes that pitch, and since launch, Embark has added roughly five new locations to the network.
Systems: The Bigger Story
The website was the visible part. Underneath, we built the infrastructure that makes the whole network run.
We centralized everything on Cloudflare. As each location comes under the Embark umbrella, we run a migration: audit their existing DNS, website hosting, and email setup, which is usually scattered across GoDaddy, Wix, Squarespace, or whatever cPanel host they landed on years ago and consolidate it all. For email, we migrate locations to Microsoft 365 so the entire network operates on one system.
This work is ongoing. Each time Embark acquires a new facility, the process is the same: transfer DNS, migrate hosting, move email to M365, and build or update their web presence. What used to be a tangled mess of platforms for each location is becoming a single, manageable system. We continue to handle updates, analytics, and infrastructure across the growing network.
The Outcome
- Complete brand identity, website, and content for a growing 10-location pet care network
- Centralized hosting and DNS on Cloudflare, replacing scattered platforms across locations
- Email migrations to Microsoft 365 across multiple facilities
- A repeatable process for onboarding every new acquisition: DNS, hosting, email, and web presence
- Ongoing management: site updates, analytics, and infrastructure as the network continues to expand
- ~5 new partner locations added since launch, validating the site as both a consumer and B2B tool
Embark Pet Services is a Cadence Private Capital portfolio company. We also built cadenceprivatecapital.com, our first project together.