For Cyber Week 2023, I was given the task to lead in the creative development for this week-long campaign. These emails are to showcase products, deals, and more to pet parents whose veterinarians utilize the Covetrus pharmacy storefront.

2023 | Covetrus

First, I developed 3 mood boards to present to the creative team, and the one above was ultimately chosen. For Black Friday & Cyber Week, my aim was to differentiate the emails from the typical Covetrus marketing sends in order to create excitement and novelty for pet parents—while staying true to the Covetrus voice and brand.

After the mood board was selected, I integrated the Covetrus brand, colors, type styles, illustration styles, and photography. This became the campaign brand guidelines to help our team develop the emails together.

I developed several email heroes to bring the emails to life. Because there could be up to 7 emails sent to a consumer throughout the span of a week, I brought in variety to the design while staying consistent as a “set”. If an offer was included in the hero, I made sure to keep it quite large to prompt pet parents to click through to the pharmacy storefront and ultimately make a purchase.

From there, I collaborated with the creative, marketing, dev, e-commerce, and enterprise media teams to create modules for the emails. These highlighted the Cyber Week deals, our brand partnerships, product education, and more for pet parents who received the sends.

In the end, 18 unique emails were developed for dog and cat pet parents as well as horse owners. Additional assets such as storefront banners, social media posts, and more were created by my team based on the emails.