OBJECTIVE

Create a fun, approachable, and easy-to-navigate experience for dog owners to learn about Furry Friends Stay & Play.

SCOPE: Information Architecture, Content Revisions, Copywriting, UI Design, UX Design, Graphic Design

OUTCOME

The combination of playful content, clear structure, and strong design resulted in immediate traction, with over 7,000 visits in the first week.

Furry Friends Stay & Play now has a website that fully reflects their brand and creates an engaging, memorable experience for visitors. The site not only supports customer engagement but also serves as a scalable platform for future growth. It stands as a strong extension of the Furry Friends brand—welcoming, energetic, and built for connection.

  • Strong Launch Performance: Generated 7.1K visits and 6.4K unique users in the first week.

  • Brand-Driven Content: Playful, on-brand messaging created a memorable user experience.

  • Clear Structure: Strategic information architecture made the site easy to navigate.

  • Built for Independence: Squarespace platform and training allow for ongoing internal management.

  • Cohesive Experience: Seamlessly translated brand identity into a digital environment.

Overview

We partnered with Furry Friends to translate their newly developed brand identity into a fully realized digital experience. By combining strong structure with playful, on-brand messaging, we created a website that feels energetic, approachable, and aligned with their “best friend” atmosphere. The site was built to clearly communicate services, guide users through key actions, and create a memorable first impression. During launch week alone, the site generated 7.1K visits and 6.4K unique users, demonstrating strong initial engagement and interest. With a user-friendly backend and custom content system, the Furry Friends team is equipped to maintain and grow their site independently.

Process & Workflow

Strategy & Information Architecture

  • Worked closely with the Furry Friends team to define:

    • What content needed to be included

    • How users would navigate the site

    • Key actions (visiting, contacting, learning about services)

  • Developed a clear information architecture that prioritized simplicity and flow.

  • Built a content structure that supports both quick browsing and deeper exploration.

Copywriting & Content Development

  • Established a fun, approachable tone aligned with the brand’s personality.

  • Incorporated playful, memorable language throughout the site, including:

    • “Bark at us!” instead of traditional form CTAs

  • Balanced personality with clarity to ensure users still understood key information.

  • Reinforced brand values of energy, friendliness, and connection in every section.

Design & Development

  • Designed a visually engaging site based on the established brand system:

    • Bright, energetic colors

    • Playful layouts and imagery

  • Built the site on Squarespace to ensure ease of use and scalability.

  • Focused on:

    • Clean navigation

    • Mobile responsiveness

    • Fast load times

  • Ensured the design supported both user experience and brand storytelling.

Training & Handoff

  • Provided internal training to the Furry Friends team on:

    • Updating content

    • Managing pages

    • Maintaining the site over time

  • Ensured the team felt confident and capable of managing the platform independently.

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