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It was a great challenge to assist on a corporate overhaul for “Unleashed” – a smaller, more localized pet store that provides the same knowledge and know-how offered by Petco, but in a unique, smaller package. And since many pet owners were unfamiliar with the “Unleashed” brand, our goal was to position them as a community of neighbors, friends and collaborators dedicated to helping pets live stronger, healthier lives. What we delivered was a dynamic new set of voice guidelines that incorporated key brand archetypes and embraced the attitudes, opinions and beliefs of pet owners. All of this helped differentiate “Unleashed” from the traditional big box store.