Problem:
CSR reports often feel corporate and dry, leading to low engagement. PetSmart needed theirs to do more than share data, it had to capture attention, connect emotionally, and showcase real impact while staying true to the brand’s personality.
Design Strategy:
I led the creative direction, design, and production, blending:
Photography – Directed an in-store photoshoot with associates for authentic storytelling.
Introduced Custom Line illustrations – Brought warmth and brand personality to the design.
Motion graphics – Extended the report’s reach with engaging digital promos.
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.
