Go to market

Juniper

A newsletter for doglovers
the challenge
For many millennials and Gen-Zers, dogs are the new kids. But most pet brands still treat pets like, well, pets. Allison Medina was launching a newsletter for dog parents who are genuinely obsessed, and she needed a brand that leaned into their obsession instead of downplaying it.
the pov
We are not the same
from
Generic pet content
to
A lifestyle for dog people
the work
We positioned Juniper as a social club for humans who like pets more than people. Instead of another pet brand talking down to owners, we built an identity that speaks directly to the lifestyle of devoted dog parents and validates their concerns, quirks, and yes, their obsession. The design fosters a community where being pet-obsessed is something to celebrate, not apologize for.
credits
Elan Miller: Strategy, Creative Direction | Ryan Haskins: Design Lead | Allison Esposito: Client
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"Dog lovers are obsessed with our brand. We couldn't be more happy with the work."
Allison Medina, CEO

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