Celebrating the realities of dog ownership, muddy paws and all.

Moving away from a stark, one dimensional identity, to a brand that has the knowledge and nuance of real owners behind it.

I oversaw a full brand overhaul, redefining every touchpoint from logo and colour palette to tone of voice, packaging and site. The result? A modern brand that proudly speaks to the joys of dog ownership. A big part of my role was bringing the internal team on that journey, helping them interpret and own the brand across everything we do.