Client: Pedigree for Grey Interactive
Projects: Website Redesign, Newsletter, Online Advertising, and another redesign
Role: Art Direction and Design
The first redesign concept centered around people’s relationships with their dogs, and their dogs’ lifestages rather than product silos. All original photography was shot to distinguish Pedigree from its competitors. (It was a five-day shoot in LA and we broke every rule about shooting animals and kids together). The second redesign was brought about by a change in global brand direction moving away from purebred dogs to the everyday mutt.


