Evolving a scrappy startup brand for an enterprise audience.

The Challenge
As PetScreening grew from a scrappy startup into a nationwide software platform with nearly 300 employees, its brand needed to grow with it. I was hired as the company’s first Brand & Creative Director to elevate the brand, build its creative function, and help position the company for its next stage of growth.

The Approach
Rather than replace a recognizable logo, I led the evolution of the brand around it—introducing a brighter, lifestyle-driven visual identity, more authentic photography, and a cohesive system for typography, iconography, illustration, and design.

I directed a creative network of graphic designers, photographers, videographers, agencies, freelancers, and interns while working with company leadership to establish a more unified brand voice, personality, and visual direction.

The Result
The new system created a consistent, scalable brand across web, digital campaigns, ebooks, video, advertising, and trade shows—giving PetScreening a more sophisticated presence while retaining the recognition it had already built.