PetSmart’s CSR Report: Crafting a Story of Impact - click to learn more

Role:
As Creative Lead, I pitched the vision to executive leadership and drove full creative execution, leading design, illustration, and photoshoot production while directing a team of designers to bring the work to life.

Challenge:
CSR reports often feel corporate and dry, leading to low engagement. PetSmart needed theirs to do more than share data, it needs to capture attention, connect emotionally, and showcase real impact while staying true to the brand’s personality.

Strategy:
Led creative direction and end-to-end production of the CSR report, directing an in-store photoshoot, developing custom line illustrations, and designing the core experience to extend into motion-driven digital promos. The work scaled seamlessly from an interactive digital report and a dedicated CSR hub within our corporate communications app, Central Bark, to a premium wide-format coffee table book, transforming corporate reporting into a cohesive, multi-channel brand experience.

Results:
Boosted engagement by 30% YoY across LinkedIn and PetSmart's Corp Comm App (Central Bark), making impact initiatives clear, human, and memorable.
Transformed a standard report into a compelling visual story. Strengthened PetSmart’s reputation as a brand driven by care for pets, people, and communities.