Amplify

Overview

Customers often found PetSmart interchangeable with other pet retailers, saying, "There's a Petsmart down the street from me. Oh, wait. It's the other one." We needed to emphasize that we were much more than just a retail chain. With offerings like daycare, boarding, grooming, training, and adoptions, we had to communicate our unique value proposition effectively. Our mission to position ourselves as trusted partners and experts within the dedicated pet community began. We created a master brand team within the creative studio to lead brand vision with a single POV.

With numerous customer touchpoints requiring critical branding attention, our interdisciplinary teams collaborated and brainstormed bigger, better ideas. We refreshed the master brand, making our voice more conversational, our visuals more polished, and allowing our personality to shine through. A friendlier color palette, elevated photography direction, and clever messaging solutions contributed to a stronger, more cohesive identity across the board, from digital campaigns to store resets.

The creative revamp and simplification of PetSmart's branding played a pivotal role in the company's continued success. By bringing consistency and relevance to the brand identity across various touchpoints, we strengthened PetSmart's position as a leader in the industry. These efforts not only helped retain loyal customers but also attracted new ones, contributing to PetSmart's larger market share and higher foot traffic compared to key competitors.