Services:
Creative Lead: Graphic Design, Web Design, Photography, Videography, Technical Illustration
Brand Strategy
Search Engine Marketing & Advertising
Project Timeline:
November 2022 - Ongoing
Project Summary:
I joined the Heel™ team at it’s inception as the lead designer, 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 creative lead, providing ongoing support across graphic design, web design, photography, videography, digital advertising, design and development of the Shopify e-commerce experience, brand strategy, and beyond.
Creative executed intentionally, grounded in brand strategy and audience insight.
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To enable pursuit of your passions with your best friend (your dog) by your side.
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Active Dog owners in the United States, willing to use electronic training collars
(Athletes and Explorers > Dog owners in the United States that walk, jog, run, hike, bike, cross country ski, etc.)
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Healthier and happier dogs (aspirational emotional).
'Only' virtual dog leash that automatically keeps your dog near you when you're on the go.
Uses AutoProx™ A patent pending technology that continously measures how far the dog is from the owner and then automatically notifies the dog when it's approaching the boundary. -
Active, Outdoors, Approachable, Performance.
At Heel, we're tech-savvy dog lovers devoted to helping active adventurers explore the great outdoors with their furry companions safely by their side. Our laid-back yet serious approach ensures that every outdoor enthusiast, from rural wanderers to trailblazing hikers, can trust our innovative wireless technology to keep their dogs close while they focus on the adventure ahead. With a fun, friendly, and casual tone, we speak directly to the vibrant community of dog owners aged 30-55 who prioritize health, activity, and the joy of shared outdoor experiences with their beloved pets.
BRAND FOUNDATIONS
COLORS
The palette leans into muted greens and warm, woodland neutrals to align Heel™ with the outdoor lifestyle at its core. These colors resonate with an audience that prefers authenticity over flash—people who spend time in nature and gravitate toward brands that feel organic, grounded, and intentional.
logo
With the name of the company mirroring a firm command used in dog training, we balanced its strong emphasis with a softer, 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.
TYPOGRAPHY
Open Sans provides a clean, modern typographic voice that aligns with Heel’s balance of outdoor lifestyle and approachable technology. Its clarity and warmth make the brand feel trustworthy and intuitive, while its minimal, unobtrusive character allows the product and visuals to shine without distraction.
BUILDING A BRAND FROM SCRATCH
DESIGN & illustration
With nothing more than the initial product renderings to work with early on, graphic illustrations and custom iconography played a huge role in representing product functionality and features for the product launch.
From their very first ad to the product manual in today's shipments, I've handled every graphic design touchpoint at Heel™
SEE THE WORK →
PHOTO & Video
With nothing more than the initial product renderings to work with early on, graphic illustrations and custom iconography played a huge role in representing product functionality and features for the product launch.
From their very first ad to the product manual in today's shipments, I've handled every graphic design touchpoint at Heel™
SEE THE WORK →
ADVERTISING
With nothing more than the initial product renderings to work with early on, graphic illustrations and custom iconography played a huge role in representing product functionality and features for the product launch.
From their very first ad to the product manual in today's shipments, I've handled every graphic design touchpoint at Heel™
SEE THE WORK →