“There’s a Petsmart down the street from me. Oh, wait. It’s the other one.” This was often the case with our customers—we were interchangeable. We were so much more than a store that sold ‘pet stuff.’ We offered daycare, boarding, grooming, training, adoptions, and so much more. We needed to shout it from the rooftops. So our mission to position ourselves as trusted partners, experts within the community began. We created a master brand team within the creative studio to lead brand vision with a single POV. Then we dug in.

With so many customer touchpoints needing critical branding attention, the interdisciplinary teams banded together and brainstormed bigger, better ideas. We refreshed the master brand. Our voice became more conversational, our visuals became more polished, and our personality came 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 renovation allowed for simplification of what was a myriad of different directions that snowballed from previous years. It set the tone for several initiatives that rolled out soon after. It caught us up to speed and we became more relevant in the hyper-competitive $100+ billion pet industry. We retained loyal customers and made us new ones.