Pupford
Who?
Pupford is a up-and-coming dog brand dedicated to strengthening the bond between pups and their people through training, nutrition and companionship.
What?
Compete with the big dawgs by elevating and expanding upon their brand to increase affinity, successfully launch new products, gain shelf space in a saturated market and be the go-to resource
for pup parents across the US.
How?
Directed the visual strategy to expand upon existing brand identity, craft community-driven content, conduct competitor analysis to gain market share, increase reach for top-of-funnel campaigns, develop multi-channel strategies and manage a team of creative masterminds.
$250K
Equivalent ad spend in
organic content (6 Months)
59%
Annual increase in followers
15K+
15
Dogs saved
from shelters
Successful New
Product Launches
(14 Months)
6-8%
1M+
MoM organic Instagram engagement rate (​median engagement rate across all industries is approx. 0.43%.)
Wagging tails.
Good Dog Food Launch
There's a time and place for minimalistic design, and let me tell ya, the time is now and the space is in the dog food industry. I led the visual competitor audit and packaging strategy that helped Pupford stand out in one of the most saturated corners of the pet industry. Resulting in a design that caught the attention of top retail buyers and won pitches in a competitive market.
I also took on naming the product line and developing the marketing campaign, staying true to our roots as a dog training company creating “Good Dogs.” By leveraging high-impact SEO search terms and anchoring the brand in the message “Better Nutrition, Better Behavior,” we set the stage for a successful, multi-channel launch.
Launch Video done in collaboration with Wallaroo and Pierce Tews.
Organic Social
A lot of data goes into a meme. I compiled data from our training app to highlight common training and behavior pinpoints amongst popular dog breeds from our customer base. The playful, relatable copy, copy prompting shares from our current audience, sparking engagement, playing the algorithm and introducing our brand to new followers. Unpolished and unbuttoned content on this platform allowed us to come across as a dog meme page rather than a dog company brand, which fed directly into our funnel strategy of having people love us before buying from us.
Ad Testing Sample
Create. Test. Repeat. Successful launches rely on consistent core visuals paired with varied targeting cues to uncover what resonates. Whether it’s storytelling-driven, brand-focused, or review-based content, each variation became a test to refine and amplify results.
Brand Affinity Initiatives
Mother's Day: I led an annual online initiative honoring women who turned to dogs for comfort through infertility and loss. Instead of a typical 20% off sale our competitors lean into for holidays, we sent bouquets nationwide, transforming an often isolating day into one of connection, empathy and shared stories within our female-majority audience.
Shelter Program: My team built a partnership with local underfunded city shelters to equip staff with free resources and training tips for the “hardest to adopt” dogs. From there, we extended free course access and training resources to adopters, helping pups transition smoothly into new homes and reducing the risk of returns. We expanded upon this partnership by breaking down stigmas of shelter dogs online and being one of the few dog brands to use pitbulls in marketing materials.
Pet Portraits: Over three months, we surprised random followers with a DM
of a custom illustration of their dogs in our branded style. The initiative created memorable 1-on-1 connections, generated shareable content that organically extended our reach and strengthened brand affinity through personalized engagement to lead to lifetime fans.