Sarah Klein

PETCO HOLIDAY DIGITAL CAMPAIGN

CONCEPT :
The concept was to take a preexisting concept centered around packaging and build out a robust holiday digital campaign to live from beginning of October through the end of the year across multiple digital channels and on petco.com.

DEVELOPMENT :
The development began with a trial and error system of pressure testing the overarching look & feel as one of the primary executional elements was not ADA compliant. Additional assets were directed and shot to meet additional digital needs.

EXECUTION :
The execution involved quickly hiring and onboarding a design team to divide & conquer the hundreds of jobs within the system across all digital channels.

Due to lead times, packaging was established at the beginning of the year (fig. 1). There was a push to establish visual consistency between packaging and marketing materials, which did not occur in previous years.

Retail assets were established leveraging gold foil over bright colors, which was not ADA compliant (fig. 2). An alternate execution was established to maintain gold typography while ensuring all users can read (fig. 3).