Challenge

Build a brand that is distinguished from parent company Petco, and is targeted towards the millennial pet parent.

Process


Identified through research that target audience was looking for a retail location focused around pet wellness products and a stronger emphasis on services like veterinary care, grooming and training.

Solution

An elevated yet friendly and approachable brand ID was developed to attract millennial consumers who wanted to have a one stop shop for all their pet’s needs. A comprehensive suite of iconography was developed to help notate each department of services. Our marketing imagery focused on our store partners who went through more rigorous training than standard pet store employees had received prior.

Results

Developed a unique brand that stood out in the market and was a test bed for many advanced concepts that were ultimately adopted into the Petco parent brand which pivoted to becoming a health & wellness company in 2019.

Roles

VP of Creative: Jordan Goldenberg
Art Director: Justin D’Angelo
Graphic Designer: Ava Wetjen

Brief

Launch a new brand of pet food, toppers and supplements with celebrity cofounders Jonathan Van Ness & Antoni Porowski from Netflix’s Queer Eye.

Process

Collaborated closely with cofounders and found they wanted a close connection with brand, including featuring their pets as the mascots.

Solution

Developed a fun and quirky brand ID that mirrors the cofounders personalities. This meant bring in some of Antoni’s quirkiness and self deprecation as well and Jonathan’s bombast. We commissioned unique illustrations of our mascots as well as other pet’s to feature across marketing, ad well as heavily featuring imagery that featured our popular cofounders.

Results

Launched 26 SKUs of high quality pet food, toppers and supplements to great fanfare through our DTC online store as well as retail partners like Petco and Pet Food Express.

50k+ followers on Instagram in year one, twice as many as similarly sized brands launched around same time.

Roles

Creative Director: Justin D’Angelo
Graphic Designer: Jess Graham

Challenge

Develop key art for our children’s content and ads to drive to said content, which in turn would increase subscription rates.

Process

Researched other similar platforms and identified ways we could strengthen our portfolio of assets. For instance, we made a consistent template for Amazon Kids+ content that called that out with a tagline in a consistent spot.

Solution

Developed refreshed and consistent key art for Amazon Kids+ original content that felt more streamlined and mobile friendly. Used key visuals to build out ad units that attracted and retained customers.

Results

Launching new ad campaign specifically around Marvel content helped increase sign up rates by 23%.

Challenge

Create compelling graphics for a number of conferences and offsite events for CampusESP, as well as create compelling and meme-able graphics for social.

Solution

Worked closely to identify fun and playful pop culture moments that could be weaved into a monthly customer newsletter that drives engagement. Also needed to support in creation of branded elements for several key events.

Results

Graphics that supported the monthly newsletter drove at 13% increase in open rate during duration of time there. Events were successfully run created memorable and meaningful moments.

Roles

VP of Creative: Jordan Goldenberg
Creative Director: Justin D’Angelo

For this project, I was tasked with working with our Public Relations team to craft a holiday lookbook of our top gift ideas for 2020. The idea was to base it off of our holiday campaign look and feel, but elevate a bit to let the focus be on the product. I researched different ways to approach this book and found myself inspired by how jewelers often create gift guides for their products. I worked closely with our copywriter to group our products in a way to tell different stories of gifting. I then worked with our photo studio to capture new imagery specifically for this guide.

The result was an elevated guide of our products that was extremely successful in gaining attention from multiple media outlets which in turn feature our products.

Brief

Create a new brand system that lives within the Petco parent brand for a pet wellness suite that includes insurance, preventive care and rewards.

Process

Researched the market and identified that our customers were looking to take better care of their pets health but didn’t know where to start.

Solution

Created a system that felt cohesive across this business segment, but each segment had a distinct color and bank of imagery. The imagery leaned into the outcomes rather than traditional insurance type imagery, featuring pet’s living their best lives as a result of being healthier.

Results

We launched this business unit and it quickly was adopted by many of our customers, resulting in 100k+ signups in just the first week as has continued to grow until this day.

For this project I was tasked with redesigning the visual system of how our partner resource groups show up across our organization. There was a desire to create a more uniform system that continued to let each group express their unique identity.

I carefully worked with leaders from each group to design a unique brand pattern and then brought their names into a single aligned formatting.

The patterns continue to weave their way throughout each branded piece for the groups.

When Petco was looking to roll out dog boarding and walking services, we knew we wanted to partner with one of the most trusted leaders in the space, Wag! My assignment was to create a disruptive campaign that spread the word that Petco and Wag! were teaming up.

Our team decided to lean into those relatable moments in life where having someone there to watch your pet would be oh so helpful. We paired tongue-in-cheek imagery and headlines, and applied a stylistic gradient overlay that was a combination of our two companies brand colors coming together.

Every year the leaders from Petco stores across the country gather to hear from leadership, learn what’s coming down the pipeline and much more. For 2019, I partnered with GoWest event agency and gave art direction to craft a unique identity that was all about putting the power in our employees hands. We called this event Petco: Powered by the Partner.

I created an initial motif including a logo, typography direction, pet textures and empowered partner photography. After I passed off assets I worked with the agency and gave direction on their implementation for all event assets. The result was a bold, exciting event that will be remembered by our partners for years to come.

Here’s a collection of some of my favorite print pieces big and small over the years.

Here’s a collection of some of the many successful email pieces I have created.

Here’s a collection of some of my favorite web pages designed to drive action from the viewer.