At WagWell, I helped redefine what a premium pet brand could look and feel like— bringing a level of sophistication typically reserved for human luxury into a category that’s notoriously difficult to elevate. As Creative Director, I developed a more refined visual identity and brand expression, modernizing typography, color, and overall tone to stand apart from the expected. The work extended across product photography, packaging, Shopify refinement, and social direction — establishing a cohesive system that carried through every touchpoint.

Central to the process was creating imagery that felt considered yet real, navigating the unpredictability of working with animals while maintaining a high level of craft (no small feat without the usual tricks). The result was a body of work that positioned WagWell at a more premium level, with elevated lifestyle imagery and brand storytelling that resonated beyond the category and into a more design-conscious, emotionally driven space.