Petco Annual Report
Project Objective:
In this project, the goal was to design a new visual identity for Petco and create an Annual Report. The challenge was to display a letter from the CEO, a recap of the year's achievements and financial results, and other corporate information in a visually captivating way.
Target Audience:
The intended audience for this report encompasses a wide range of people, including shareholders/investors, directors, employees, customers, clients, and the general public. However, this project differs from traditional annual reports as it places a stronger emphasis on conveying Petco's values, achievements, and services, with a primary focus on engaging the everyday consumer. With the common consumer in mind, my design approach aimed to resonate with Petco's diverse customer base, spanning from young children to adults.
Design Approach:
To create the visuals, I used Procreate to hand-draw all the imagery before integrating them into InDesign. Petco's mission revolves around "enhancing the lives of pets and pet parents," embodying a sense of family-friendliness. Their existing branding, while professional, came across as somewhat corporate, leaning heavily on vector graphics and photos. Personally, my favorite thing about Petco is being able to see all of the animals. With this in mind, I wanted to communicate that sense of fun into my redesign by incorporating hand-drawn elements. To maintain an air of professionalism, I paired the drawings with clean sans-serif typography, ample white space, and a limited color palette of Petco's existing color scheme to retain brand recognition.
Mockups:
