05 / BFF PET ACCESSORIESNew Sporting Range
Built for full send
A launch campaign, brand extension and digital asset suite for a dog toy range built for sporting dogs and the people who train them.
Brand: BFF Pet Accessories (conceptual work)
My role: Brand experience, creative strategy, creative direction, copy, design
Deliverables: Brand guidelines, paid social, landing page, presentation template
The challenge
BFF Pet Accessories is a fictional Australian boutique brand specialising in high‑quality, Australian‑made dog accessories including toys, collars, beds, and bowls. The brand is known for durability, distinctive design, and products that reflect a dog’s personality and lifestyle.
To grow its customer base and increase revenue, BFF is launching a new sporting dog toy designed specifically for high‑drive, performance‑focused dogs. This launch will be digital‑only and aims to build both awareness and a stronger social media following across key platforms.
The new product must position BFF as a credible, authentic player in the sporting‑dog space; an area where expertise, trust, and performance matter.
The strategy
Who we're talking to
Adults aged 25 to 45 who take part in dog sports like agility, dock diving, IGP, canicross and flyball. They understand toy drive and structured play. They're active on Instagram, TikTok, and YouTube. They want gear that performs, lasts and shows up in their training results.
What they need from a brand
Respect for their standards, their language, and the bond between handler and high-drive dog.
Single-minded proposition
Fuel their drive.
The toy isn't just for play. It channels instinct, builds engagement and powers performance.
Campaign objectives
Build awareness and excitement. Grow the social following. Turn interest into sales through one clear path to purchase.
The tension: look athletic enough to earn trust in the sporting world, without losing BFF's warmth. The answer was to avoid "cute pet" tropes and put real dogs doing real work.
Creative direction
This mood board sets the direction for BFF’s new sporting range campaign, positioning the brand firmly in the athletic space while staying true to its signature orange.
Inspired by Nike, Red Bull, and The North Face, the campaign leans into performance, momentum, and grit. Dogs are captured mid-action in real outdoor environments, creating a sense of drive and purpose rather than posed perfection.
The palette works with nature, using grounded tones to hero product pops of orange. Sharp, confident copy reinforces the sporting mindset. IvyMode font is introduced for taglines and short sub-heads, giving the range its own distinctive edge.
The direction is clear: built for athletic dogs, made to move.
Brand guidelines
I wrote guidelines that extend the core BFF identity into the new range, so anyone picking up the campaign (designers, social managers, agencies) could stay on brand without asking.
Logo
The BFF logo is confident, friendly, and easy to recognise. It is designed to show up clearly across print, digital, and social, creating instant familiarity wherever the brand appears. The full colour logo leads the way, with greyscale and reversed versions available when needed.
Consistent use of the logo helps every campaign, including a sporting range launch, feel unmistakably BFF.
Colour
BFF Orange brings energy and personality to the brand. It is supported by Grey and Black for balance and clarity, with softer tones like Lawn, Sky, Nose, and Home adding warmth and approachability.
This palette allows campaigns to dial up excitement for a high octane sporting range while still feeling cohesive.
When colours are used consistently, every touchpoint connects back to the core brand and builds recognition over time.
Typography
Avalanche font is used for accented copy across the new Sporting range, including taglines, short sub-heads, and select callouts that elevate the main headline. Its sharp, high-impact style creates a clear visual break from the core product lines, instantly signalling that this is built for performance. By reserving Avalanche for the Sporting collection, the range claims its own bold, athletic identity while staying recognisably BFF.
Imagery
BFF imagery celebrates real dogs living full, happy lives. Photography should feel natural, uplifting, and well lit, capturing genuine connection and movement. For a sporting range campaign, this means action shots that feel authentic rather than staged, showing strength, agility and engagement in safe environments. Keeping imagery true to this style ensures even high energy content still feels aligned with the heart of the brand.
Two ads, one promise
We meet handlers where they already are: in the feed.
The hero paid ad stops the scroll with a dog mid-launch and a single headline. The paid carousel builds the case through grip, air, and grit, then points to the landing page.
Real dogs, a repeatable copy system and a clear path to purchase carry Fuel their drive into every frame.
From scroll to checkout
The ads create the interest. The landing page has to turn it into a sale, so it picks up exactly where they leave off. The same imagery, the same confident headlines and the same orange carry straight through, so nobody lands on a page that feels like a different brand.
The page then moves in the order a handler thinks. It leads with the range, so the launch is the first thing they see. Shop by sport lets them jump in by how they train: dock diving, protection, tracking or agility. The Sports guide brings back the carousel headlines (more grip, more grit, more air) as product guides, so the language they responded to in the feed now helps them choose.
A members-only offer of 20% off BFF Sport gives first-time visitors a reason to sign up now. That supports the campaign's three goals: awareness from the launch, a bigger following and customer base from the sign-ups, and sales from one clear path to purchase.
What this project shows
Sporting-dog handlers are some of the most committed dog owners out there. They train at sunrise, finish at dusk and treat their dogs as teammates. They know their gear, too. If it can’t keep up, it doesn’t make the cut.
That was the starting point for BFF.
The challenge was to make the sporting range feel athletic enough to earn credibility with serious handlers, while keeping the warmth that makes the brand BFF. I distilled that into one creative idea:
Fuel their drive.
From there, the idea shaped everything. Real sporting dogs became the heroes. “Think...” became a repeatable copy system. The sporting range got its own visual identity and every touchpoint, from social to checkout, was built to move people towards the same idea.
I developed the creative, worked through stakeholder feedback, and refined the system so every piece was instantly recognisable and easy to understand.
My approach is simple: start with the audience, find the human truth, build one strong idea around it, then make every touchpoint work harder.
It’s the kind of thinking I want to bring to the pet and dog sports industry.