A high-level summary of project context, goals, and delivered results for the client.
A collection of character design sheets delivered to the Petco design team as the visual foundation for the brand, giving them the assets to apply the characters consistently across every touchpoint.
I created a library of 18 modular vector animal characters across two sessions tied to two store launches. The first store received eight dog breeds and two cats, a kitten and an exotic. The second, larger location received the remaining animals: a Siamese cat, small pets, reptiles, fish, and birds. The geometric, faceted style was my own natural approach and the reputation that earned the project. Each character had to hold up at mural scale and still read clearly on a digital screen or small piece of signage, and that range of scale shaped every decision.
The characters appeared across the full breadth of the brand: employee uniforms, giveaway t-shirts and tote bags, standees, window signage, interactive digital displays, framed wall prints, department markers, vehicle wraps, in-store display signage, the website, social media, and billboards. For the broader character placement throughout the store, I consulted on which characters made sense for each space, offering breed options and pose suggestions with the reasoning behind each, and the three of us landed on the final selections together.
Both murals were designed for the second, larger store location. The main Jungle Canopy mural ran 52 feet 9 inches at 7 feet tall, designed around a fixed layout of monitors, a bulletin board, iPads, and reptile habitats. Every store element was mapped out before a single piece of artwork was drawn, pacing the composition so the artwork pulled back into abstract pattern where displays were concentrated and opened into representational illustration where the wall had room to breathe.
The characters in their natural habitat. Photographs from the second, larger store location showing the illustration system living in the real world.
The best design systems don't just look good, they set the design team up for success. The geometric, grid-based construction lends naturally to graphic design layouts, giving the internal team a system that was easy to work with and inspiring enough to generate new ideas. The Petco design team, VP of Creative Jordan Goldenberg, Art Director Justin D'Angelo, and Graphic Designer Ava Wetjen, took it from there. What follows is a mix of mockups and photos showing how far the brand traveled from my original designs.
What if the two of the best collaborate to make something brilliant? Wonder no further, let that contact form take those wonders away.
Just looking around? Find and follow my social media. See you around.
![[background image] image of an office space (for a home inspector)](https://cdn.prod.website-files.com/image-generation-assets/a155a359-0a97-4290-953f-9e57041a7549.avif)