Central Bark – PetSmart’s Mobile First Corporate Communications Tool
by Kurt Houghton
title
Central Bark – PetSmart’s Mobile First Corporate Communications Tool
agency
PetSmart - Inhouse Corporate Communication Team
client
PetSmart
Submission by
Kurt Houghton
Project Lead
Kurt Houghton / Manager, Visual Communications and Graphic Design
Contributors
Lauren Bialkowski - Manager, Internal Communications Sheena Christensen - Sr Internal Communications Planner Nathan Brummer - Sr. Manager, Corporate Engagement Genaro Delgadillo - Manager, Video and Visual Communications Eduardo Acosta - Video Contractor Heidi Kolby - Manager, Meetings & Events Rob Litt - VP, Corporate Communications
Goal:
• Transform the associate communications model at PetSmart, moving from talking to associates to enabling more than 50,000
employees to engage and connect on a mobile platform.
• Connect with associates in a manner they are used to in their personal lives. We wanted to reach associates “where they are”
with engaging content, design, and user experience.
• Build a PetSmart community connecting associates in Atlanta with associates in Seattle, driving engagement, education and
pride in the company.
Outcome: Central Bark has been a significant success, as we have truly transformed the associate communication model while outperforming our adoption rate and engagement goals. I think tools like this are the future of Corporate Communications and from a design perspective, they help deliver a consistent branded message from the inside out.
…
At PetSmart, we transformed our associate communications model with a tool called Central Bark. Central Bark serves as a social media platform providing associates with functional tools like scheduling while also delivering impactful stories from around the business. Our team worked tirelessly to bring this application to life, including delivering high-end video production, motion graphics, graphic design, copywriting, app design, UI design, Illustration, and more.
I was proud to lead the design of this project. Our goal was to transform the associate communications model through the creation of a PetSmart-branded experience that has an element of individuality. One of the ways we did that was by incorporating a unique design element that ties the viewer to our initiative. The pet silhouettes serve as the Central Bark mascot, something that could be used in a variety of ways across a wide range of mediums but still fit within the brand sandbox.
The video stories we are telling on Central Bark range from the inner workings of executive roles, associates going out of their way to do Anything for Pets, hobbies/passions outside of work, a behind-the-scenes look at our holiday photoshoots and more. The goal of our video series collection is to build comradery and community across PetSmart (see attached in the submission)
Kurt Houghton
3 years ago, I moved with my family from Chicago to Phoenix in hopes of a fresh start. My experience with the design community here has been incredible, the openness and willingness to collaborate is beyond anything I could ever imagine. Through connections, I was able to meet with brilliant creatives like Bob Case who was super receptive to answering any question I might have in terms of career growth. This extends into my current role at PetSmart where my leaders have been willing to support me in taking classes and setting up mentorships with Creative executives. They’ve given me the opportunity to lead bigger projects like Central Bark where my creative ideas can make an impact on so many people. I think the openness to share insights and help inspire growth is the essence of the Phoenix Creative Environment and I couldn’t be happier to be a part of it.