Arcadia Trail

Tina Klimek - Sr. Art Director
Jason Pease - Photographer
Whitney Mellis - Sr. Graphic Designer/Art Director
Hannah Frey - Graphic Designer

My role:

Sr. Art Director leading team of designers, copy writers, and photographer to concept and execute a marketing strategy for Arcadia Trail.

Arcadia Trail is a niche brand of outdoor pet gear which encourages its users to “Share the Adventure”. PetSmart’s packaging and product divisions developed these amazing products and it was up to my team to bring it to market in a meaningful, authentic way. Arcadia Trail is truly a lifestyle brand, so going on an adventure and capturing those moments in a UGC-style manner was of the utmost importance for authenticity. Part of the strategy coming out of our team was to use Influencers that are really active in this category and to introduce their followers to our new brand.
As a result, this brand did $7 million over plan and PetSmart has since invested more heavily in expanding Arcadia Trail products.