Project Visuals & Rollout
Explore the campaign identity across physical associate merchandise, corporate environmental graphics, and digital communications.
PetSmart·2023
Pride At Work
A nationwide Associate Resource Group campaign celebrating diversity, inclusion, and community across PetSmart stores and corporate offices.
Client
PetSmart
Year
2023
Category
Internal Culture Campaign & Associate Apparel
Deliverables
Campaign Visual Identity & Lockup, Associate Apparel & Enamel Pins
Overview
Campaigns & Product Launches
Multi-channel rollouts that tell a unified visual story across digital, print, and retail.
Creative Role
Led the visual identity lockup, wearable merchandise design (enamel pins, lanyards, t-shirts), headquarters lobby environmental displays, digital intranet graphics, and store associate communications.
Challenge & Focus
Creating an internal culture campaign that connected authentically with corporate headquarters associates and thousands of store team members across North America. The design needed to feel celebratory, vibrant, and welcoming without feeling corporate or impersonal.
Outcome & Impact
Delivered an uplifting, highly embraced campaign identity that inspired widespread associate pride, with high employee participation and pins worn by thousands of store team members nationwide.
Creative Concept & Execution
Celebrating Authenticity & Community
Internal culture initiatives succeed when associates feel seen, respected, and celebrated. For PetSmart’s Pride at Work initiative, the creative challenge was to craft a visual identity that felt genuine, optimistic, and welcoming.
The design was structured to translate naturally from large-scale corporate headquarters graphics down to tangible items associates could wear every day—such as collectible enamel pins, lanyards, and custom tees. The initiative achieved wide adoption across store teams nationwide, turning a corporate initiative into an authentic celebration of belonging.
Deliverables & Tools:Campaign Visual Identity & Lockup · Associate Apparel & Enamel Pins · Corporate Headquarters Graphics · Intranet Banners & Digital Assets · Store Communications & Lanyards
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