PetSmart
Brand Refresh
Evolving a beloved retail brand without losing what made it recognizable.
PetSmart needed to refresh its visual identity to better reflect the passion and energy of pet lovers, while staying familiar enough to retain the equity they'd built. The challenge was modernizing the brand for digital-first use without letting it drift from its roots.
The refreshed identity was built around PetSmart's most recognizable asset: the red ball. Rather than treating it as a logo element, we expanded it into a full design language, using it as the foundation for new illustration styles, typography characters, and graphic elements. Brighter colors updated the palette for digital environments while keeping the warmth and approachability the brand was known for.
The system launched alongside the "Anything for Pets" campaign and scaled across multiple channels and touchpoints, giving the brand a more expressive and consistent presence without losing its familiarity.
Client: PetSmart
Agency: Deutsch
Role: Design, Illustration