​I had the good fortune of building and leading a talented design team at Petsmart.com—an e-commerce startup that was acquired by PetSmart, Inc. the nation’s leading pet retailer.

While working under incredible pressure and expectations of a dot-com startup, the team managed to have a great deal of fun with our work. The goal with our creative work was to always try and make smart, witty design that respected pets and avoided the overused and customary clichés of “cute” animals. (However, sometimes, you wind up with a photo of a puppy with a pink feather boa...)