In 2014, as part of the What We Feed Them Matters campaign, I led the visual design team to create a one-of-a-kind, web-based, responsive food finder for Petco. Part helpful tool, part educational, this unique tool helped pet parents determine the best type of food for their cat or dog, depending on size, age, breed, energy level, allergies, genetic-predispositions, and food-type preferences. This campaign included a microsite, food finder, digital ads and my role was leading the visual creative including designing the UI, overseeing UX, art directing photoshoots and illustrations and more.
Initial and alternate directions.
Creative Director Peter Sayn-Wittenstein
Associate Creative Director Nattida Samankourn
Senior Visual Designer Svante Nilson
UX Designer Nathan Shevlin
Visual Designers Junior Rivera, Pauline Capote
Copy Jackie Hade