Title: Spruce Pup
Role: Creative Director
Branding, Packaging Design, Pattern Design, Social Media assets and management, Website design
In 2016, my husband and I turned our shared passion for the outdoors and our love for dogs into something bigger: a business. That’s how Spruce Pup was born—a brand dedicated to creating high-quality, functional, and stylish gear that enhances outdoor adventures for dogs and their humans.
Our journey began with a single idea: a travel bed designed to fold up like a suitcase, inspired by our three-legged dog, Moe. Wherever we went, we wanted to ensure Moe was comfortable, and this design brought that vision to life. In 2017, we launched the bed on Kickstarter, and it was fully funded within just 24 hours.
But Spruce Pup wasn’t just about the products; it was about creating a brand that truly resonated with the outdoor-loving dog community. Every detail, from the gear to the branding, was crafted to fit seamlessly into the adventurous lifestyle of dog owners like us.
To ensure every interaction with our product brings joy to the customer, I focused on maximizing the potential of our shipper box. Keeping cost efficiency in mind, we achieved high impact with a single-color print by incorporating thoughtful details throughout. The box not only served as a billboard for our brand but also gave customers an added sense of pride in their purchase, making the unboxing experience truly memorable.
As both Creative Director and Social Media Manager, I took the lead in identifying influencers to strengthen our brand presence and expand our photo library. I successfully connected with several amazing dog influencers whose content aligned perfectly with our outdoors-inspired aesthetic. Their stunning photography elevated our Instagram feed, helping us stand out as a trusted and authentic brand.
