Chewy
Chewy wanted to move beyond a high-end vending machine and establish themselves as the ultimate authority for every pet parent.
My job:
Strategic Ecosystem Mapping
High-Velocity Production
Cross-Functional Orchestration
Integrated Campaign Management
Team:
Anna Monnett, Designer
Caleb Driesman, Copywriting
Lucas Gaitan, Strategy
Malcolm Rose, Designer
Max Dotson, Art Direction
One thing to know
To turn Chewy into a brand built for life with pets, we had to stop acting like a delivery service and start acting like a partner in a pet's aspirations.
I partnered with strategy to map Chewy's ecosystem to Maslow’s Hierarchy of Needs.
We argued that because Chewy had already "solved" survival and safety, they had earned the right to target a pet's higher purpose.
01
With 17 fulfillment centers delivering food to 80% of the U.S. overnight, Chewy has effectively commoditized the foundational "Physiological" layer of the pet's pyramid.
-Fortune (2025)
02
As the largest online pet pharmacy with $1.1B in annual sales, Chewy has moved beyond supplies to become the primary guardian of a pet's "Health & Safety" needs.
-Fortune (2025)
03
High demand for hard goods (with 30% growth in segments like fetch toys) proves Chewy facilitates the daily bonding and play that defines the "Love and Belonging" tier.
-Accio (2025)
04
With over 1 million "Connect with a Vet" consultations, Chewy provides the expert guidance and specialized attention that satisfies a pet's "Esteem" needs.
-Animal Health Digest (2025)
Social campaign
Pets, Fullfill Your Destiny
We sent fashion influencer @afghanhoundinthecity to the Met Gala to walk among her peers. By moving Chewy from the pantry to the red carpet, we positioned the brand as the ultimate enabler of a pet’s "best life."
Behind the scenes: Have y’all ever tried to get a hamster on a skateboard?
It takes a village.
The "Pets, Fulfill Your Destiny" comms plan transforms Chewy into a comprehensive lifestyle brand by reframing its ecosystem (from Pharmacy to Televet) as the launchpad for a pet's passions.
By shifting the focus from logistics to self-actualization, we position Chewy as an essential partner in a pet’s aspirations rather than just a delivery service.
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What more could a pet parent ask for?
A production-heavy social campaign
You don’t sell a complex ecosystem by listing features; you sell it by showing the freedom those features unlock.
To bring this vision to life, I organized an intense production schedule to meet the team’s demand for authentic, real-world coverage of pets.
I managed nine photography and video shoots in just two days, flipping the script so the pets were the stars and the humans were invisible.
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I used high-reward coaching to personally handle the animals onto skateboards and mahjong tables, creating visual proof of a pet living their "higher purpose."
Proof I love my work
What I bring to a team
Thoughtful inclusion
Working with Gabe is such a delight. I feel comfortable to be fully in my creative element around her because I know she’s making sure everything behind the scenes is thoughtful, organized, and taken care of. She’s also great at advocating for ideas and making sure everyone in the room, whether they’re quiet or outspoken, has the chance to be heard.
-Anna Monnett, Designer
Flexible momentum
I am so grateful that we got another opportunity to work together again — every time it’s always so fun and I'm incredibly lucky to get to work with someone who is so talented at what they do. Gabe made this week-long sprint easy for all of us.
-Malcolm Rose, Designer
Collaboration
Gabe makes me better at my job. I have always trusted her as a brilliant strategist and collaborator because of her love for shepherding great ideas. Projects that Gabe’s worked on look like gold because she has a Midas touch.
-Lucas Gaitan, Strategist