Project Overview
Problem
Solution
Redesigned Petco’s logo with soft shapes and colors for a modern, friendly look and adaptable branding across platforms.
Redesigned Petco’s logo with soft shapes and colors for a modern, friendly look and adaptable branding across platforms.
Redesigned Petco’s logo with soft shapes and colors for a modern, friendly look and adaptable branding across platforms.
Redesigned Petco’s logo with soft shapes and colors for a modern, friendly look and adaptable branding across platforms.
Redesigned Petco’s logo with softer shapes and colors for a modern, friendly look and a flexible, cross-platform branding system.
Redesigned Petco’s logo with softer shapes and colors for a modern, friendly look and a flexible, cross-platform branding system.
Redesigned Petco’s logo with softer shapes and colors for a modern, friendly look and a flexible, cross-platform branding system.
Redesigned Petco’s logo with softer shapes and colors for a modern, friendly look and a flexible, cross-platform branding system.
Redesigned Petco’s logo with softer shapes and colors for a modern, friendly look. Created a flexible system that adapts seamlessly across platforms.
Redesigned Petco’s logo with softer shapes and colors for a modern, friendly look. Created a flexible system that adapts seamlessly across platforms.
Redesigned Petco’s logo with softer shapes and colors for a modern, friendly look. Created a flexible system that adapts seamlessly across platforms.
Redesigned Petco’s logo with softer shapes and colors for a modern, friendly look. Created a flexible system that adapts seamlessly across platforms.
Tools Used:
Tools Used:
Tools Used:
Tools Used:
Figma
Adobe Creative Cloud
Figma
Adobe Creative Cloud
Figma
Adobe Creative Cloud
Figma
Adobe Creative Cloud
Duration
Duration:
Duration
Duration:
6 Weeks
6 Weeks
6 Weeks
6 Weeks
Role:
Role:
Role:
Role:
Branding Design
Motion Graphics
Art Direction
Branding Design
Motion Graphics
Art Direction
Branding Design
Motion Graphics
Art Direction
Branding Design
Motion Graphics
Art Direction
Main Idea From
Main Idea From
Main Idea From
Main Idea From
Project Detail:
Project Detail:
Project Detail:
Project Detail:
FIT NYC Fall 2024
FIT NYC Fall 2024
FIT NYC Fall 2024
FIT NYC Fall 2024
Dynamic Branding
Dynamic Branding
Dynamic Branding
Dynamic Branding
01 Brand Profile
01 Brand Profile
01 Brand Profile
Core Value
Petco core values focus on caring, innovation, teamwork, and inclusion. Their new services emphasize personalized, holistic pet health and wellness.
Petco core values focus on caring, innovation, teamwork, and inclusion. Their new services emphasize personalized, holistic pet health and wellness.
Petco core values focus on caring, innovation, teamwork, and inclusion. Their new services emphasize personalized, holistic pet health and wellness.
Petco core values focus on caring, innovation, teamwork, and inclusion. Their new services emphasize personalized, holistic pet health and wellness.
Design Principle
Create a sleek, simple, and timeless visual identity that's modern and welcoming, strengthening the emotional bond between pets and their owners.
Create a sleek, simple, and timeless visual identity that's modern and welcoming, strengthening the emotional bond between pets and their owners.
Create a sleek, simple, and timeless visual identity that's modern and welcoming, strengthening the emotional bond between pets and their owners.
Create a sleek, simple, and timeless visual identity that's modern and welcoming, strengthening the emotional bond between pets and their owners.
Brand Positioning
Petco is the trusted destination for all things pets, offering sustainable products and honest care—because pets are family and deserve to feel their best.
Petco is the trusted destination for all things pets, offering sustainable products and honest care—because pets are family and deserve to feel their best.
Petco is the trusted destination for all things pets, offering sustainable products and honest care—because pets are family and deserve to feel their best.
Petco is the trusted destination for all things pets, offering sustainable products and honest care—because pets are family and deserve to feel their best.
%70 The Caregiver
%70 The Caregiver
%70 The Caregiver
%70 The Caregiver
02 Visual Identity
02 Visual Identity
02 Visual Identity
02 Visual Identity
02 Visual Identity
pRIMARY LOGO
Structural analysis
Structural analysis
Structural analysis
Structural analysis
The logo and mascot share a unified geometric system of circles and grid lines, creating smooth, balanced forms and a cohesive, friendly identity across all scales. For the wordmark specifically, circular geometry and a precise grid shape the rounded letters, ensuring clean curves, even spacing, and a clear, approachable look.
The logo and mascot share a unified geometric system of circles and grid lines, creating smooth, balanced forms and a cohesive, friendly identity across all scales. For the wordmark specifically, circular geometry and a precise grid shape the rounded letters, ensuring clean curves, even spacing, and a clear, approachable look.
The logo and mascot share a unified geometric system of circles and grid lines, creating smooth, balanced forms and a cohesive, friendly identity across all scales. For the wordmark specifically, circular geometry and a precise grid shape the rounded letters, ensuring clean curves, even spacing, and a clear, approachable look.
The logo and mascot share a unified geometric system of circles and grid lines, creating smooth, balanced forms and a cohesive, friendly identity across all scales. For the wordmark specifically, circular geometry and a precise grid shape the rounded letters, ensuring clean curves, even spacing, and a clear, approachable look.
The logo and mascot share a unified geometric system of circles and grid lines, creating smooth, balanced forms and a cohesive, friendly identity across all scales. For the wordmark specifically, circular geometry and a precise grid shape the rounded letters, ensuring clean curves, even spacing, and a clear, approachable look.
Dynamic System
The dynamic branding is inspired by the diverse categories that Petco offers to pet owners—bringing together health, wellness, nutrition, play, and connection to support a happier, healthier life for pets and their pet parents.
The dynamic branding is inspired by the diverse categories that Petco offers to pet owners—bringing together health, wellness, nutrition, play, and connection to support a happier, healthier life for pets and their pet parents.
The dynamic branding is inspired by the diverse categories that Petco offers to pet owners—bringing together health, wellness, nutrition, play, and connection to support a happier, healthier life for pets and their pet parents.
The dynamic branding is inspired by the diverse categories that Petco offers to pet owners—bringing together health, wellness, nutrition, play, and connection to support a happier, healthier life for pets and their pet parents.
The dynamic branding is inspired by the diverse categories that Petco offers to pet owners—bringing together health, wellness, nutrition, play, and connection to support a happier, healthier life for pets and their pet parents.
mascot
Simple, continuous-line icons representing a variety of pets. Their circular badges and smooth geometric curves create a cohesive, friendly look that works across digital and print touchpoints.
color palette
A playful, approachable palette built from bold mid-tones and soft pastels. The colors balance warmth and clarity, creating a flexible system for backgrounds, UI elements, and illustrations. Each shade is designed to feel friendly, modern, and visually consistent across the brand.
Hex#C3D3FC
RGB195, 211, 252
Hex#C3D3FC
RGB195, 211, 252
Hex#C3D3FC
RGB195, 211, 252
Hex#C3D3FC
RGB195, 211, 252
Hex#D9FFE8
RGB217, 255, 232
Hex#D9FFE8
RGB217, 255, 232
Hex#D9FFE8
RGB217, 255, 232
Hex#D9FFE8
RGB217, 255, 232
Hex#E7D1FC
RGB231, 209, 252
Hex#E7D1FC
RGB231, 209, 252
Hex#E7D1FC
RGB231, 209, 252
Hex#E7D1FC
RGB231, 209, 252
Hex#D1EBFD
RGB209, 235, 253
Hex#D1EBFD
RGB209, 235, 253
Hex#D1EBFD
RGB209, 235, 253
Hex#D1EBFD
RGB209, 235, 253
Hex#FFF9DC
RGB255, 249, 220
Hex#FFF9DC
RGB255, 249, 220
Hex#FFF9DC
RGB255, 249, 220
Hex#FFF9DC
RGB255, 249, 220
Hex#F2E4E9
RGB242, 228, 233
Hex#F2E4E9
RGB242, 228, 233
Hex#F2E4E9
RGB242, 228, 233
Hex#F2E4E9
RGB242, 228, 233
Hex#63C196
RGB99, 193, 150
Hex#63C196
RGB99, 193, 150
Hex#63C196
RGB99, 193, 150
Hex#63C196
RGB99, 193, 150
Hex#EAD07D
RGB234, 208, 125
Hex#EAD07D
RGB234, 208, 125
Hex#EAD07D
RGB234, 208, 125
Hex#EAD07D
RGB234, 208, 125
Hex#D67290
RGB214, 114, 144
Hex#D67290
RGB214, 114, 144
Hex#D67290
RGB214, 114, 144
Hex#D67290
RGB214, 114, 144
Hex#754FAF
RGB117, 79, 175
Hex#754FAF
RGB117, 79, 175
Hex#754FAF
RGB117, 79, 175
Hex#754FAF
RGB117, 79, 175
Hex#4C9DD8
RGB76, 157, 216
Hex#4C9DD8
RGB76, 157, 216
Hex#4C9DD8
RGB76, 157, 216
Hex#4C9DD8
RGB76, 157, 216
Hex#3A49A3
RGB58, 73, 163
Hex#3A49A3
RGB58, 73, 163
Hex#3A49A3
RGB58, 73, 163
Hex#3A49A3
RGB58, 73, 163
BRAND TYPEFACE
03 applications
03 applications
03 applications
03 applications
04 reflection
04 reflection
04 reflection
04 reflection
Refreshing Consistency
This project taught me how to keep the identity consistent with Petco’s long-term image while making it feel fresh and emotional. I learned how simple forms and friendly motion can strengthen recognition and connect with people across every touchpoint.
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Pets are more than pets—they’re family.
Pets are more than pets—they’re family.
Pets are more than pets—they’re family.
Pets are more than pets—they’re family.
Pets are more than pets—they’re family.
Reflection
04
Reflection
04
Applications
03
Applications
03
Visual Identity
02
Visual Identity
02
back to top
back to top
Visual Identity
02
Visual Identity
02
Applications
03
Applications
03
Reflection
04
Reflection
04
back to top
back to top
Visual Identity
02
Visual Identity
02
Applications
03
Applications
03
Reflection
04
Reflection
04
back to top
back to top
Visual Identity
02
Visual Identity
02
Applications
03
Applications
03
Reflection
04
Reflection
04
back to top
back to top
%70 The Caregiver
%70 The Caregiver
Playground
selected work
Petco
Petco
Dynamic Branding
UX/UI Design
Strava
Strava
Kinetic Typography
Neodusk
Neodusk
Product Design
FreeBee
FreeBee
Let’s Connect
Resume
Playground
selected work
Petco
Dynamic Branding
UX/UI Design
Strava
Kinetic Typography
Neodusk
Product Design
FreeBee
Let’s Connect
Resume
Playground
selected work
Petco
Dynamic Branding
UX/UI Design
Strava
Kinetic Typography
Neodusk
Product Design
FreeBee
Let’s Connect
Resume
Playground
selected work
Petco
Dynamic Branding
UX/UI Design
Strava
Kinetic Typography
Neodusk
Product Design
FreeBee
Let’s Connect
Resume