I was an early joiner of dog food start-up tails.com as a designer and semi-professional dog-petter. Over the course of 3 years I was forced to digitally castrate upward of 50 dogs.
Leo Mack - Creative + Deisgn Lead
To unlock the next stage of growth at tails.com we needed to update the brand and widen the audience from tech-y “early adopters” to a mass market appeal.
A lot of the brand’s visual language was grounded in the scientific and clinical (a necessity at launch for the product to carry authority) - but the colours, hard lines, and caps left broader audiences cold.
The brand needed an injection of warmth, joy and emotion.
The head of creative and I drove the rebrand internally from the strategy to redesigned logo, packaging, and marketing assets. As the main digital designer a large part of my contribution was experimenting with how to express these new brand visual elements across our product and marketing.
Content creation: from scrappy proof of concepts to full on video shoots. Plus, email GIF galore.
Sometimes you just have to be able to keep making stuff. It’s not “an apple a day…” but maybe two GIFs per week keeps the CRM manager happy?
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