CLIENT: PETCO
ROLE: Sr Graphic Designer
CAMPAIGN: Unified Membership
CAMPAIGN: Employer Value Proposition
CAMPAIGN: Sustainability
CHALLENGE: I became lead creative for Petco’s membership (formerly pals program) re-brand featuring multiple payment tiers and species-specific plans. My challenge was showing all pet types, benefits, and how they compare to each other. I implemented a chart system with color-blocked tables and simplified imagery to be a quick visual read for end users.
I valued the challenge of our photo shoot, we worked heavily with animal advocate partners on how to safely shoot and represent the animals. Frogs needed wranglers with gloves, we had strategically placed end tables, perches, and dog beds to accommodate the species’ commingling rules. Because brand standards considered clipping bird wings unethical, we shot inside a net with methodical lighting.
Project: Visual Merchandising Poster
Campaign: Unified Membership
Feature: Premier Paid Membership
Project: Digital Paid Media
Campaign: Unified Membership
Feature: Premier Paid Membership
Project: Sales Trifold
Campaign: Unified Membership
Feature: Unified Membership Tier Juxtaposition
CHALLENGE: Make a career brand with a ‘fun and aspirational’ tone that can contend within the masterbrand ecosystem. I executed a paper-doll concept using mixed media studio photography and whimsical, (brand standard) illustrations as the backdrop.
CHALLENGE: Modernizing the sustainability campaign, enriching tone and communication. I broke up imagery into diagram structures. I chose macro textures to speak to organic shapes. For the shoot, earth tone backdrops and natural lighting posed an ethereal mood.
Recent Portfolios
Petco
Levi Strauss & Co.
SUIY One
