Unfortunately, RC Pro – the Royal Canin sales team serving vets, shelters, and other pet professionals – is the poor stepchild of the organization. With morale low and turnover high, we were asked to create something that would inspire new recruits, instilling their daily work with a sense of higher purpose.

The result was a gift box which, along with some nice tchotchkes, included a poster-size manifesto intended to set the Pro team apart from (and a little above) their co-workers.