Services:
Graphic Design, Web Design, Photography, Videography, Technical Illustration, Brand Strategy, Search Engine Marketing, and more.
Project Timeline:
November 2022 - Ongoing
Project Summary:
I joined the Heel™ team at its inception as the Brand & Creative Lead, developing the brand’s full visual identity system and supporting the creation of its early digital strategy. Since 2022, I’ve continued as the brand’s visual brand lead, providing ongoing support across graphic design, web design, photography, videography, digital advertising, and the design and development of the Shopify e-commerce experience.
Creative executed intentionally, grounded in brand strategy and audience insight.
EXPLORE HEEL™ HERE
Building a brand from scratch
While the initial concept of Heel’s product line was still in its infancy, the company needed a name, a logo, and a legitimate brand to begin testing out its proof of concept to an online audience before it could hit production.
THE PRODUCT
An advanced electronic training collar system with adjustable wireless boundaries centered around the remote, that move with the user.
THE Target
The product was built for outdoor loving dog owners - people who explore, camp, hike, run, mountain bike, etc.
name & tagline
“Heel.” made its way into the very first mockups I provided to the company after I was pitched the concept for the product, and it stuck. It just makes sense.
A short, concise tagline that sums up the product line perfectly.
Incorporating the command “Heel” into the brand name, and the term “Off Leash” into the tagline gave us access to an existing organic online audience already searching the internet for these terms during early online product testing and during the launch.
The Logo
With the name of the company mirroring a firm command used in dog training, we balanced its strong emphasis with a soft, friendly font to ensure the brand was approachable. The raised ellipse surrounding the name (re: command) provides the perfect representation of a company whose products provide a boundary that keep dogs close to their owners.
With nothing more than product renderings to work with early on, graphic illustrations and custom iconography played a huge role in representing product functionality and features for the launch.
VISUAL ASSETS
Bringing the product to life with
PHOTOGRAPHY
As soon as the first product was off the production line, we hit the field to start building out branding and lifestyle imagery to gives users a first-hand look at the system in action and begin to shape the use case.
Mobile GRAPHICS
Custom icons created for the mobile application to help users navigate the firmware update experience.
technical illustration
& product manual design
Web design & development
ADvertising
With a brand new company and first-of-it’s-kind tech, we hit the ground running with social media advertising to get the product in front of the right audience.
