Challenge:

PetSmart struggled with maintaining a brand identity that 1) wasn't copied by their competitors; and 2) wasn't overrun by their vendor community screaming all of their messages at the same time positioning PetSmart as a house of brands versus a branded house.

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Solution:

Developed cross-platform branding with a consistent color and photography strategy, as well as, a copy strategy that acknowledged how pets enrich our lives, while positioning PetSmart as the expert in the category. We created a consistent way of communicating to the customer from PetSmart's voice and not from each individual vendor's voice