— PROJECT NAME
The Source of Comfort
— ROLE
Brand Identity
Brand Campaign
Art Direction
Icon Design
Digital Design
Print Design
Experiential Design
In the pet dermatology space, pet owners and veterinary teams are often caught in a reactive cycle—treating symptoms instead of preventing them—leaving little room for proactive conversations about skin health. This dynamic not only delays relief for pets but also hinders meaningful collaboration between vets and owners. To change this, we developed a global campaign strategy rooted in the shared human truth that while everyone seeks relief, few are talking about comfort. Anchored in Zoetis’s brand belief in empowering vets to deliver individualized care, the campaign invited both audiences to “focus on their comfort, together.”
Visually and verbally, the campaign leaned deeply into the theme of comfort. Our color strategy introduced Comfort Blue and Comfort Purple to soften the aesthetic and evoke a calm, caring tone. These were supported by Cream, White and Very Dark Grey for contrast and accessibility, while Zoetis Orange was used sparingly to maintain brand equity and optimism. A serif and sans-serif type pairing conveyed warmth and approachability, and photography was carefully curated to highlight the real, emotional bond between dogs and their people. From cozy close-ups to authentic moments of discomfort and relief, the imagery emphasized both the itch and the comfort that follows—anchoring the campaign in truth and empathy.
The campaign’s scale matched its ambition: we developed 258 unique assets to power a fully integrated, global 360° rollout. These assets spanned B2B, B2C and B2B2C audiences, and included everything from social media content, templates, clinic resources, digital display banners, video, print ads, posters, handbooks, website assets and tradeshow booth design. We designed a flexible system that allowed hero assets and core design elements to be localized and adapted for diverse markets, empowering teams around the world to deploy with consistency, efficiency and emotional impact. This wasn’t just a campaign—it was an ecosystem built for real-world application and lasting resonance.
