Print, Digital, Visual Identity | Animal health & wellness, supplies, apparel
Harmonizing visual treatments across messaging for various product categories including supplements, apparel, and gear allowed for a cohesive science-backed health and athletic brand statement. Individual product category treatments—such as supplement family logos and colors—within the harmonized brand visuals distinguished these separate categories for their unique value and allowed for stronger audience recall.
Projects were often omnichannel in nature, requiring that strategies were optimized for print and digital performance and deliverability simultaneously. I also ensured that designs and guides met current accessibility standards, and worked with the photo team to select and retouch distinctive photography anchored by iconography and copy.
Supplements fell into either the SmartSupplements® or Smart & Simple® families, and were further grouped by ColiCare® eligibility. The ColiCare® program offered coverage for a specific type of surgery with supplement subscriptions; I refreshed the rules for color pairings within its sub-brand identity system to meet accessibility standards where they were previously not being met. I also handled highlighting new supplement product launches to better support obtaining veterinarian partners.
