Chapter 03
Memorable the day after the reveal.
Arcadia Trail
Outdoor-inspired brand visuals for a PetSmart line with a more adventurous tone.
Why this stays in Amanda's front edit
Shows how Amanda gives a sub-brand more personality without disconnecting it from the larger system around it.
Amanda note
Identity work gets interesting when the reveal feels distinct, but the files still make sense the moment everyday teams inherit them.
Identity lens
Identity work here balances character with practicality so the brand still feels distinctive once it leaves the concept board and enters everyday use.
Right for a brand that needs cleaner hierarchy, stronger personality, and a visual language that holds up across formats.
Deliverables
- Identity systems
- Logo exploration
- Visual language
Case study snapshot
Read the project as a short editorial sequence
What had to be solved first, where Amanda guided the system, and what changed by the end.
- 01 1 of 3
Challenge
Give an outdoor-inspired product line a visual tone that felt adventurous while still fitting the parent brand.
- 02 2 of 3
Amanda's role
Amanda explored the brand expression, art direction, and supporting assets for the line.
- 03 3 of 3
Outcome
The identity gives the line a clearer personality and helps it stand apart within the broader PetSmart ecosystem.
Brand + identity
Identity work with a point of view
Memorable the day after the reveal.
Logo exploration, brand expression, and local-business systems shaped with print clarity, retail intuition, and enough flexibility to hold up in everyday use.
Amanda's cue for this chapter
These projects balance character with restraint, so the identity feels distinct at the reveal and dependable once real teams start using it day to day.
Continuity with PetSmart
How PetSmart keeps moving through Amanda's archive
PetSmart appears across 3 chapters in Amanda's archive, making this thread a good way to compare how one brand voice holds up across different formats, rollout pressures, and campaign types.
New Pet Place
Brand-forward retail storytelling for a new in-store pet experience.
Pride At Work
Promotional design supporting culture, community, and internal engagement.
Doggie Day Camp Playdates
Playful launch creative for doggie day camp programming and in-store promotion.
Stay in this chapter
More from Identity work with a point of view
Compare how Amanda keeps one creative instinct sharp across adjacent briefs, clients, and rollout constraints.
Need this kind of identity in your next brief?
Lead with what still belongs to the brand, what feels dated, and where the refreshed system has to show up first.