Print, Digital, Visual Identity | Animal health & wellness, supplies, apparel
My role involved harmonizing visual messaging for various product categories to create a cohesive science-backed health and athletic brand statement. Individual product category visual treatments—such as supplement family logos and colors—distinguished categories for their unique value within the overarching brand, allowing for stronger audience recall.
Omnichannel campaigns required optimization for print and digital performance and deliverability simultaneously. I created solutions within the varying constraints of email, social, and other platforms while maintaining message consistency. Beyond this, I ensured that designs and guides met current accessibility standards, and worked with the in-house photo team to select and retouch distinctive photography to be 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.
