With nearly 5 years as the agency creative lead for Elanco’s flea & tick protection portfolio, I led efforts in developing concepts and creative merchandising to unify and promote the brands at retail and online. Taking ideas from sketch through production, we were able to provide much needed clarity at shelf and online.
In 2021, the brand needed a cohesive merchandising suite that would engage Petco shoppers in-store and online with informative, purchase-driven messaging. Our team served up 2 concept options—one with more functionally-led messaging, one more emotionally-led; both rooted in streamlining the decision making process. My role: collaboration on concept development, creative direction and design.
Let’s lead shoppers to exactly what they need to treat their pet’s pest issue now, prevent problems, like flea infestation, in the future, and control their surroundings. It all adds up to... ‘Pest in Class Protection’
This 3-pronged categorization brought to life with the use of iconography and colors, provides the much needed visual tools to aid in navigation.
• Custom in-aisle displays
• out-of-aisle signage
• e-comm display on Petco.com
Concept 1
Concept 2
However you become a pet parent, giving your dog or cat a furever home is a true gift. Unfortunately plenty of fleas and ticks tend to make themselves right at home too. Through simple, conversational engagements, disruptive colors and heart-warming imagery—we connect pet parents to the right products; their Furever Flea + Tick Prevention.
• Custom in aisle displays
• out of aisle signage
• e-comm display on Petco.com
Below: Out of category merchandising designed to encourage pet owners to consider pest control products while shopping other aisles like toys, leashes and grooming products.
Elanco’s pest protection hang card packaging was due for a refresh. With the goal of making it easier for shoppers to understand which product is right for their pet—we optimized the look and feel using refreshed iconography, color palette, photography and tag layout to drive clarity and purchase at shelf.
Below: original packaging on left, redesigned on right.
