Style, now available in dog sizes.
The brief
Build Petco’s first premium lifestyle brand for dogs. One capable of competing with a new wave of modern pet-parent brands.
The idea
Pets aren’t just pets. They’re family.
Which means their gear shouldn’t just be durable and functional; it should look good, too. Something you’d proudly bring into your home. Something you might even wear yourself if you could.
Reddy was built around that idea of performance meeting design, creating gear that feels as considered and elevated as the bond between people and their dogs.
My role
I carried Reddy’s voice across campaigns, retail storytelling, and brand expressions for three years post-launch, helping the brand show up consistently wherever it lived.
From a SoHo store launch that left scented paw prints across NYC to sustainability messaging rooted in Reddy’s manufacturing philosophy, I helped shape how the brand spoke and showed up end-to-end.
Loyal companion, indeed.