PetSmart's Central Bark: Powering Internal Comms - click to learn more

Role:
As Creative Lead for PetSmart’s internal communications, I shaped the Central Bark app’s visual identity and UX, led a design team, and managed the external development partner to ensure alignment with the design vision and quality standards.

Challenge:
Corporate teams and store/DC associates were disconnected, making internal communications inconsistent. The app needed to bridge this gap while being visually engaging, incorporating graphics, videos, motion, and an intuitive UI/UX.

Strategy:
I defined a cohesive visual language and custom brand elements, guiding both internal designers and the development team to deliver an app that balanced usability with storytelling and reinforced the internal brand.

Results:
Within one year, app adoption reached 92%, daily engagement increased 68%, internal comms satisfaction rose from 54% to 70%, creating a cohesive, engaging, and user-friendly internal communication platform.