West Paw | 2020-2021
www.westpaw.com
Contribution
Marketing campaigns
Package design
Emails and newsletters
Digital and print collateral
Web design
Photoshoots
DOG’S BEST FRIEND.
West Paw had hired me as a freelance designer to support with art direction for their new treat line, toy packaging re-design, and tradeshow booth assets. After a successful collaboration, they offered me a design role within their in-house marketing and design team. Working closely with the creative director and marketing team, I learned about the brand and created designs to promote West Paw's products, including emails, ads, campaigns, etc. Working as an in-house designer for West Paw provided opportunities to develop their brand voice, expand digital marketing skills, and gain experience in B2B and B2C marketing, web design, and photo shoot management, just to name a few. Plus, dogs.
Simple straightforward messaging paired with super fun illustrations established West Paw a credible choice in an oversaturated market. This packaging design translated easily into a heartfelt campaign that tugs at the heartstrings of dog’s best friend. “Dogs—Treat Them Like They Treat Us” was a simple solution that allowed us to communicate the many important brand stories that needed to be told with this line (pup-wellness, humane and sustainable treatment of animals, and made in the USA).
TREAT THEM LIKE THEY TREAT US.
West Paw is a brand that has many important stories to tell, like– Made in the USA, B Corp, and Dog’s Best Friend. The redesign of toy packaging was an extensive design sprint that allowed West Paw to highlight its many brand attributes while clearly illustrating the many safety features and benefits of each product. We developed a simple and easy-to-read design system that spanned dozens of toys and helped both retailers and consumers understand how find the right toy.
DESIGNED FOR PETS AND THE PLANET.
Due to the demand for West Paw’s durable, safe, and responsibly made dog toys during the pandemic, we needed a new website to keep up with the competition. Taking inspiration from the newly designed treats and toy packaging, we created a system for the new website. I worked with the creative director to find a development company that could take our ideas and turn them into a Shopify website consisting of a Home Page, PLP, and PDP that we were able to populate ourselves.
WEBSITE RE-DESIGN.
Photography plays a major role with every new product and marketing campaign. More than just cute pictures of dogs, West Paw photo shoots are often a week-long process that happens several times a year. A lot of planning and directing goes into the studio photography with products and dogs on white. Simultaneously, outdoor and indoor lifestyle photo and video shoots happen, requiring location scouting and model calls.
PHOTOGRAPHY.
