MOTIVE PET CBD:

BRAND DEVELOPMENT

ANXIETY AND PAIN RELIEF PACKAGED UP FOR YOUR PUP

CREATIVE STRATEGY | BRAND DEVELOPMENT | CREATIVE DIRECTION

We provided vet-grade solutions to owners looking to offer pain and anxiety relief to their pets.

A couple happily petting a brown dog with its tongue out on a porch with white fencing.

PROVIDING PAIN AND ANXIETY RELIEF TO PETS THROUGH TASTY CBD TREATS

ROLE: Repositioned the brand for a medical audience, driving market growth through targeted messaging, immersive experiences, and visual asset design, while securing new accounts and overseeing vendor relationships.

Motive Pet, an extension of Motive CBD, provides several varieties of pet treats and tinctures that contain full-spectrum CBD.

In my in-house leadership role, I spearheaded the creative evolution of the brand, steering it away from the crowded athletic space and strategically positioning it within the medically-conscious market. This extended to the pet line as well, replacing athletic pup content with concepts and depictions tailored to the new audience, emphasizing companionship and care.

Responsibilities included strategizing brand positioning, experiential/display tactics, and messaging pillars. I also art directed the brand's new visual trajectory, shaping both lifestyle and product photography, overseeing packaging design enhancements, and refining the graphic approach.

I was responsible for designing packaging, digital, print, collateral, event/display, and social media materials and maintained all creative vendor relationships, coordinating packaging, print, and fabrication projects.

I managed the creative team, assessed strengths and delegated accordingly, project-managed tasks, tracked progress, and provided thoughtful, productive feedback.

5+ Strategic Partnerships

Accelerated growth and market reach for Motive Pet CBD by shifting the brand toward medically-minded pet owners and securing more than five strategic partnerships, including Hollywood Feed.

45% Improvement in E-commerce Performance

Boosted online sales by collaborating with a digital agency to strategize and oversee Motive CBD’s website redesign, resulting in a 45% improvement in e-commerce performance.

In-Store & Trade Show Merchandising Stratgey

Increased in-store pull-through for Motive Pet CBD by creating a new pet store merchandising kit that elevated shelf presence and gave staff clearer, more useful product storytelling.