PetSmart · Evergreen Refresh
During my time at PetSmart, I helped lead a complete overhaul of the brand standards to stand out from competitors and create a unique visual style. I concepted and designed the new Image and Video Standards deck, defining a refreshed point of view that brought warmth, authenticity, and joy into the brand. Our goal was to highlight the genuine moments pet parents share with their pets and show how they are truly treated like family. By taking a more lifestyle-driven approach, we infused life, color, and happiness into every updated touchpoint across the company.
Where This Was Featured:
Petsmart.com, Email, Web, In-Store, Paid, Social, OLV
Impact I Made:
Brand Standards, Copywriting, Art Direction, Brand Storytelling, Strategy, On-Set Art Direction, Cross-Team Collaboration, Visual Narrative Development, Video Direction, Video Production
The Results
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The Results ·
Building New Brand Standards
As part of the rebrand, I developed a new brand bible for imagery and video that served as PetSmart’s creative north star. I built this guide to align every team on the same visual direction, ensuring consistency and clarity across all new concept projects. It became the foundation for how the brand approached storytelling, helping future campaigns feel unified, intentional, and unmistakably PetSmart.
Adjusting Every Touchpoint
As part of PetSmart’s new brand evolution, every customer interaction was reimagined through a refreshed lens — from homepage to checkout, inbox to unboxing. We overhauled the look and feel across the website, app, packaging, email, and CRM to create a consistent, modern experience that reflects the brand’s warmth, energy, and love for pets in every detail.
