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We helped Purina create its first master brand campaign in more than half a century. We united multiple species groups and competing internal business units to create an integrated marketing campaign that worked for all of Purina's species groups and thousands of product SKUs. And we brought back the iconic checkerboard as a unifying element to tie it all together.

WEBSITE
We took all the separate species websites (for every species of animal, including zoo animals) and designed a responsive website that simplified access to relevant content, gave species groups room to customize their landing pages and unified the brand.


BRAND GUIDE
An in-depth style guide defined the new brand position, essence and standards.


FEED GREATNESS
A video launched the new brand campaign, "Feed Greatness"