The City Dog

Before Howling Hound, there was The City Dog. It was more than a brand—it was a complete pet-business concept brought to life. From the name, and visual identity to the physical space, customer experience, and launch marketing, the business was built to create a distinctive experience for dogs and their people.

I didn’t learn the pet business from the outside. I built the pet business myself.

BRAND CREATION AND VISUAL IDENTITY

Developed the business name, logo, and cohesive brand elements to create a distinctive modern identity for the business.

MARKETING THE BUSINESS

Built awareness through promotional campaigns, branded collateral, grassroots public relations and community outreach—helping introduce the City Dog to local pet owners and generate buzz around the launch.

FACILITY AND CUSTOMER EXPERIENCE

Designed the customer and canine experience from the ground up—from the exterior and lobby to retail merchandising, boarding spaces and play areas.

CREATED NEW REVENUE OPPORTUNITIES

Extended the City Dog brand into retail with a private label line of dog treats, including product branding, packaging and in store merchandising.

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