SmartPak Equine

2024

As an in-house designer for SmartPak, a Massachusetts-based equestrian brand reaching riders and veterinarians in the US and Canada, I designed packaging, direct mail, catalogs, signage, email, and social and web content for thoughtfully crafted campaigns promoting health and wellness products, apparel and gear, and educational content. I developed established branding and created elements across channels to best convey SmartPak's emotional brand message and the value of its distinguished health products. Multifaceted email and social campaigns emerged as the primary revenue drivers for SmartPak's direct to consumer website.

Print, Digital, Visual Identity | Animal health & wellness, supplies, apparel

Harmonizing visual treatments across messaging for 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 differentiated strategy optimized for print and digital simultaneously. Print and digital campaigns alike involved meeting accessibility standards and anchoring strong photography with iconography and copy.

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