The Ask: Turn an e-commerce brand into a trusted veterinary experience.

My Role: Senior Copywriter. I helped build the brand voice, develop how Chewy Vet Care would show up in new markets, and write campaign copy across launch and ongoing support.

The Deliverables: Brand Launch, OOH, Paid Social, Digital, CRM, In-Clinic, Print, Brand Guidelines

The Spin: Building trust takes more than putting "Vet Care" next to the Chewy logo. We needed a brand that felt familiar enough to leverage Chewy's reputation, yet local enough to earn credibility in each community. From launch campaigns to ongoing market support, we tailored the work to the people and pet parents in each city. Chewy talks to all pet owners. Chewy Vet Care talks to pet owners in specific neighborhoods.

The Outcome: What started out as a couple practices has known grown to over 27 and counting. We built a brand that is connected to Chewy, but can now stand on its own.

My Team: ‍ ‍

• Creative Director: Josh Reese

• Associate Creative Director: Molly Monchgesang

• Art Director: Caitlin Caruso