Hey there. I’m Christine.
Part designer, part strategist, part storyteller, all-in on providing creative solutions.

FINDING THE WHY

Every project starts with an important question—Why? Why are we doing this, and what are we hoping to accomplish?

When I was at Petco I had the opportunity to create the brand YOULY from the ground up. Not only was it a fun challenge to create a new brand for a company with such incredible reach, but it presented a significant challenge in that we weren’t just creating the next best pet fashion brand, we were condensing several other existing, well-known, and well-loved fashion brands that were already in store.

So I started with the “why”. Most might think, “To make money!” and while that’s definitely a part of it, it’s not all. The goal was to create a new brand that would help condense the existing portfolio into a more manageable number while creating a design that would speak to our newer up-and-coming consumer base—millenials—who didn’t just have pets, they had fur babies, and took them everywhere! How could we grab their attention?

Take a look below to see the journey and strategy behind creating YOULY.

THE MOODS

Let’s start with the concepts. Centering on an overall visual feeling is integral to creating a cohesive, well thought out direction for any brand.

THE SKETCHES

With a chosen concept, before I even start the final iteration, I like to sketch out potential directions.
They can be clean, they can be gestural, they can be anything that gets the creativity flowing.

THE BRANDING

Even though pet-parents have the purchasing power, what we really wanted to do was speak directly to the pets. YOULY became a brand completely centered on pet’s being able to express their own fashion sense—even down to the color palette being in a blue tone that pets were able to distinguish.

THE APPLICATION

Once the brand was developed, we weren’t done! Working cross-functionally with our marketing and visual teams,
I was able to guide the execution of the brand visuals across multiple mediums for a cohesive look and feel.