THE ULTIMATE EXPERIENCE

PetSmart wanted to enrich its Doggie Day Camp offering by highlighting the structure, enrichment, and expertise behind the experience. The goal was to communicate that Doggie Day Camp was more than simply supervised play: it was a thoughtfully designed program that kept dogs active, engaged, and socialized throughout the day.

The project called for a compelling creative concept that could bring the Ultimate Doggie Day Camp Experience to life while communicating the value of the program to pet parents.

BRANDING IDENTITY

COLOR PALETTE

To highlight the trustworthiness and expertise of the program, a palette of soft blue, teal, and dark navy was used, with a pop of marigold to emphasize the elite nature of the program.

DEEP SKY

#1C9AD6

75, 25, 0, 0

TEAL

#19B0A4

75, 6, 39, 0

MIDNIGHT

#002D3F

98, 72, 51, 58

MARIGOLD

#FFC608

0, 23, 98, 0

LOCKUPS

TYPOGRAPHY

The Ultimate Experience program pairs two typefaces: Sacramento and Brandon Grotesque. Sacramento is featured in the primary lockup as well as select callouts and headlines. Brandon Grotesque is applied in two weights—Bold for subheaders and Regular for body copy.

Sacramento

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

BRANDON GROTESQUE BOLD

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

BRANDON GROTESQUE REGULAR

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz