SpokesPup

Posted Aug 14, 2026

About the Project SpokesPup had created an innovative solution: a universal color-coded leash tag system that lets dogs communicate their social boundaries to humans. But they were drowning in the generic pet product sea when they could be leading a movement. I repositioned them as the champions of respectful dog interaction with millennial-friendly messaging that sparked action. The strategic shift: Repositioned them around "Give Dogs a Voice", transforming their leash tags from simple pet accessories into tools for creating a world where every pup's boundaries are respected. From: "Color-coded leash tags for easy dog identification" To: "Give each woof a say—creating a world where every dog is understood" The magic happened in the positioning. Instead of talking about product features, we created a movement for dog parents who believe in canine consent and want to build inclusive communities where all dogs feel safe and respected.