Chewy Health
Defining a new vertical and brand extension for Chewy.
With their acquisition by PetSmart, Chewy found themselves with a suite of new offerings for the pet health, including online pharmacy and prescription technology. They came to us to help them determine the right strategy for positioning these offerings for both veterinarians and consumers.
As Director of Strategy at Skylight, I led a team of strategists, writers and and designers, to bring insight and clarity to this exciting opportunity.
While pet parents had already made it clear they were going online for their pet’s needs, the veterinarian industry was far behind. Many clinics were still using antiquated inventory and prescription systems—passing on high markup costs to consumers.
We began by conducting stakeholder interviews, analyzing surveys and customer data, and evaluated market trends.
These inputs informed our development of B2B and B2C audience personas, and became the strategic rationale for developing a Brand Platform that positioned Chewy Health as a dedicated partner in care for vets and pet parents, and a credible extension of Chewy.
Guided by the Brand Platform, we developed a simplified brand architecture for all tiers of the health vertical including owned properties (e.g. PetMD and Pet Central), products (e.g. private brands), platforms and services (Pharmacy RX) to ensure a cohesive audience experience.
I collaborated with the design team to translate strategic insights into a cohesive Visual Identity. We worked to create a purposeful system that infused the fun personality the Chewy hero brand is known for, with the restraint and confidence we all demand of a pharmacy
Our goal was to create a scalable design system that harmonized with Chewy's master brand. Rapid concept, testing, and iteration brought the system to life, allowing for flexible application across various touchpoints.
The result was a comprehensive toolkit, providing guidance for current and future offerings, campaigns, and products.
I also led a team in developing a Messaging Framework with core messages tailored to engage Chewy Health’s B2C, B2B, and B2B2C audiences.
A detailed playbook and copy bank accompanied this framework, ensuring consistent and compelling communication across diverse channels.
To introduce Chewy Health to its audiences we planned strategic GTM campaigns for both veterinarians and pet parents.
Knowing that its relationship with veterinarians would be essential to Chewy Health’s success, we collaborated with veterinary stakeholders to develop engaging assets, co-branded materials, and a compelling media plan that introduced Chewy Health as transformative player in the pet health industry.
The journey culminated in a resonant events strategy, centering on a in interactive booth experience designed to showcase Chewy Health’s suite of innovative vet tech products.
Our human-centered strategy transformed Chewy Health from a concept into a disruptive force in the pet care category, in the pet health category,
This strategic move has contributed to the company's growth and resilience, allowing it to tap into the growing demand for pet health and wellness products and services.