PetSmart's Central Bark:
Powering Internal Comms
As Creative Lead for PetSmart’s internal communications, I shaped the Central Bark app’s visual identity and UX, led a design team, and managed the external development partner to ensure alignment with the design vision and quality standards.
Challenge
Corporate teams and store/DC associates were disconnected, making internal communications inconsistent. The app needed to bridge this gap while being visually engaging, incorporating graphics, videos, motion, and an intuitive UI/UX.
Strategy
I defined a cohesive visual language and custom brand elements, guiding both internal designers and the development team to deliver an app that balanced usability with storytelling and reinforced the internal brand.
Results
Within one year, app adoption reached 92%, daily engagement increased 68%, internal comms satisfaction rose from 54% to 70%, creating a cohesive, engaging, and user-friendly internal communication platform.
The work
