PetSmart needed a rebranding of their puppy guide to kick off a campaign focused on helping customers with their new puppies. The guide would provide a checklist for new puppy parents and coupons for food, supplies, grooming and other essentials.
After designing the puppy guide, I created a style guide for the creative team and provided direction on how to execute it across multiple channels. This included in-store signage, all digital elements and national broadcast T.V.
In the first 8 months, the redesigned puppy guide had over $31 million in sales with a 95% margin.
Pictured: Puppy Guide cover, two inside spreads of the guide, website, digital display ads and in-store shipper.
A small sampling of work over the years.
For every holiday campaign PetSmart celebrates the relationships Pet Parents have with their pets. After four years of concepting PetSmart holiday campaigns, I wanted to create a spin on tradition that Pet Parents would love. For me, the holidays are all about balancing tradition with modern simplicity. The PetSmart Holiday campaign picks up classic holiday colors and patterns and sets them in an upscale, modern design scheme, allowing for white space for pets and their personalities to shine.
After concepting the holiday campaign with my copywriting partner, Eddi Trevizo, I created a style guide for the creative team. The style guide included content, design and photography direction for the entire creative department and our marketing partners and vendors. It also included examples of how to execute creative across all channels including in store signage, all digital elements and national broadcast T.V.
Pictured: Exterior window sign sets for November and December, web page for the holiday shop, emails, Pinterest page and grid rack fixture design.
With an overall rebranding underway, PetSmart needed to completely overhaul their line of gift cards. The new direction was to highlight pets and their distinctive personalities.
I worked with animal photographer, Adrian Delsi, to create strong iconic images of pets. We wanted the customer to develop an emotional connection with each image through eye contact with the pet.
Pictured: a small sampling of the 16 cards that included cats, dogs, reptiles, birds, small animals and aquatics.
Large Scale Signage
PetSmart wanted to create a set of photos to be used on Pinterest as part of their holiday campaign. The goal was to drive brand awareness and engagement with the holiday products. I led a team of creatives to come up with a concept of how to shoot a wide variety of pet products from apparel to treats to collars and leashes. Half of the shots would be done with a pet and the other half would be done in a clean holiday-themed setting with handmade paper props.
The campaign was very successful. PetSmart viewership saw a very strong growth month over month, up 640% from the average before the campaign started. On average 2.7 million people viewed these pins each month during the holiday season.
12 Days of Christmas email campaign
PetSmart wanted to create a series of four emails to send as a test during the holiday campaign. The strategy was to showcase specific holiday products and target the campaign to Millennials by creating a design that was decidedly different from the overall holiday campaign.
I worked with my copywriter, Eddi Trevizo, to create the email campaign around a 12 Days of Christmas theme. I designed the emails to look low-tech with rough clipping paths around the photos, a handwritten font and fun clip-art inspired doodles.
For 9 years I was the managing art director for company that published a variety of local and regional upscale lifestyle magazines. These included Arizona Foothills, Arizona Foothills Tucson, Custom Homes, Item and Estates West along with in-room publications for The Boulders Resort & Spa, Arizona Biltmore and the Four Seasons.
Pictured: Arizona Foothills Tucson cover, Estates West inside spread and Item inside spread.