Petco Brand + Campaign Design
- Email Campaigns
- Paid Social
- Logo Exploration
- Illustration
My Role
I led the visual identity for Petco’s Petcast podcast and created the Reptile Rally sub-brand for a national event. In addition, I designed email campaigns and store signage to ensure consistent branding across channels.
The Challenge
Evolving Petco’s Brand to Engage Modern Pet Owners Across Channels
Petco needed to evolve its creative for modern pet owners while maintaining trust and warmth across digital and in-store touchpoints. The goal was to increase engagement in email, build awareness for new in-store events, and strengthen brand cohesion through supporting visuals and sub-brand design.
Sneaky critters hidden in a bold, modern icon, blending seamlessly through hue into their world.
Reptile Rally is a nationwide in-store event that educates visitors on how to properly care for their reptile and amphibian pets. The old branding felt a bit outdated, so I gave it a fresh look introducing a bold “R” logo with hidden critter silhouettes in the letter's negative space for a creative modern and playful solution.
Love is 6 ft apart. Ruff & Mews reminds us to care for each other's health and wellness by following CDC guidelines and staying at least 6 feet apart.
During a company-wide call at the height of COVID, the topic turned to in-store social distancing. Wanting to bring some lightness to a difficult time, I had the simple but playful idea take our Ruff and Mew logo and separating them to illustrate safe distancing. This small visual tweak let us support CDC guidelines in a way that was true to our brand, warm, approachable, and a bit fun. This treatment was visible throughout Petco stores nationwide, from signage to checkout lines.
This small visual tweak let us support CDC guidelines in a way that was true to our brand, warm, approachable, and a bit fun. This treatment was visible throughout Petco stores nationwide, from signage to checkout lines.
Outcome
What We Achieved
- Petcast branding adopted across Petco’s media platforms
- Reptile Rally assets used across 400+ stores nationwide
- Email engagement increased 18% for campaigns using refreshed creative
- Created a foundation for more cohesive cross-channel visuals