Back when PetSmart was transitioning from PETsMART to PetSmart, our job at Markowitz Communications was to help develop the brand and then create materials (primarily for the media) that reflected the company's new identity.
As we saw it, the subtle name change was about becoming more than just a store. PetSmart was now a resource for all things pet related, a place where you could ask for advice and indulge all of your pet-parent instincts.
With that in mind, we created various web-based campaigns. I took the lead in developing the concepts, writing the copy and working with the photographer and designer.
Our goal was to position PetSmart as a go-to resource, especially during holidays (Christmas and Halloween) and times of specific need (vacations and training).