Fuzzy Pet Health - Rebrand & Expand
Rebrand
The Fuzzy Brand before relied entirely on stock photography, bubblegum pink and yellow bubbles, and somewhat trite, mass-market cutesy “doggo” copywriting. For a medical brand it was missing the mark. I joined while Fuzzy was raising their Series B. After my rebrand Fuzzy became a rich-color, modern pet care brand with bespoke photography featuring heartwarming moments and full digital integration across its telehealth apps, ecommerce packaging, website, shopping, content, and email placements.
Expand
Once the Fuzzy rebrand was complete and released I then devoted attention to enhancing the content strategy and advertising. Through the full customer acquisition funnel and member experience we elevated the visual aesthetic and motion design to match static imagery. With the Pets Are Everything campaign we were able to position Fuzzy as the leading veterinary telehealth provider in the United States, helping pet parents give the best at-home care available.
BEFORE: More Fuzzy pet care instructional videos can be found on Youtube.
AFTER: Watch multiple variations of the Pets Are Everywhere campaign on Vimeo.
More of Zee’s Branded Work at Fuzzy
Health IQ
Brand Pivot & Performance Growth
I joined Health IQ to help pivot from a health literacy quiz app to an insurance for athletes brokerage. With that came the visual, content, and storytelling evolution for performance. From Series B, Series C, and Series D in just 2.5 years we scaled from a $14MM valuation to over $800MM by getting hyper-connected with fit and financially conscious parents.
Flickr
Feature the community
I joined Flickr as they were mid-bootstrap. Yahoo (Flickr’s parent company) was being acquired by Verizon and merged with AOL. With $0 marketing budget we spun up organic community and content strategies to feature the best work on different daily, weekly, and annual themes our people cared about. With local Bay Area photowalk meetups and contests, we showed we could still thrive. In tandem with Product & Eng teams, we fixed functionality and released new features. Through storytelling, our people raised their hands and opted-in to the company’s mission. To this day, under new ownership, the FlickrFam remains strong.
Bouqs
go to market - brand expansion
Just out of the incubator, Bouqs was a new concept without much fulled in on social media, their ecommerce catalogue, or site. Via daily photoshoots and weekly social media campaigns and events we found a footing within the LA designer and female lifestyle demographics. In partnering with celebrities for bespoke events we grew reach, awareness, coverage, and following through Seed, Series A, Series B, and Series C funding cycles.
