Chewy VetCare Launch
For the launch of Chewy Vet Care, I translated the initial concept into a complete photography visual system, providing art direction, visual concepting, styling direction, and creative oversight from launch through expansion. I created the photography style guide and guidelines, then ensured the work remained consistent across 20+ clinic openings, multiple photography teams, and a growing asset library of 3,000+ images supporting 1,000+ assets.
Design Assets & Local Market Use
I art directed and guided the visual application of the photography system across national launch communications and localized clinic marketing. Assets were created for custom direct mailers, locally targeted paid social, billboards, website and service content, and other launch materials balancing local relevance with a consistent Chewy Vet Care visual identity.
Photography Guidelines
I developed the photography style guide and production guidelines that turned the concept into a clear, repeatable framework for internal teams and external production partners. The system established direction for visual tone, composition, casting, styling, pet-and-parent interactions, veterinary teams, and clinic environments allowing different photographers and teams to create cohesive, brand-right work as Chewy Vet Care scaled.
