Jinx
Brand strategy, creative & communication for Chris Evans-backed start-up dog wellness brand, Jinx.
BEFORE / AFTERBrand Evolution
The brand didn’t yet have a strong voice, identity, or point of view. Jinx was transitioning from DTC to an expanded retail footprint at Walmart, Target and Chewy, and had signed on actor Chris Evans and his dog, Dodger as brand ambassadors but not found ways to activate them yet.
Before: 2022
After: 2023
Brand evolution.
Listening. Listening to the founders, to the talent, to the existing team. Learning what the challenges were and addressing them thoughtfully, one-by-one.
Centering the relationship, not the function. Dogs are an increasingly important relationship for young people, and treating them as family, not like family, was important.
Real life is messy and imperfect. Finding the balance in depicting a clean, trustworthy food brand and an understanding of real life and its imperfections lend to relatability and trust for a challenger brand.
Finding the never-been-done-befores. Dog food is a traditionally legacy category with distribution and value pricing at the forefront; centering stories, showing up in unexpected spaces, and embracing diversity were unique and welcomed changes.
Implementing scalable processes across all cross-functional internal initiatives. Appointing key points of contact for talent relationships and agencies.
Spearheaded a content-forward, brand-led strategy to disrupt a stale category—legacy brands simply weren’t reaching a younger, ad-savvy consumer in an authentic way.
Brand Strategy
Defined a bold and approachable visual and verbal identity that resonated with modern pet owners, positioning the brand as both trusted and innovative in a competitive market.
Brand Identity
Created a seamless brand experience across digital, retail, and media platforms, ensuring consistent messaging and a cohesive consumer journey from discovery to purchase.
Omnichannel Brand Presence
Developed a strategic social media presence and cultivated influencer partnerships that drove engagement, expanded reach, and solidified the brand’s voice in the pet wellness space.
Influencer & Social
Executed innovative activations and strategic collaborations with key industry players, creating memorable consumer touchpoints that elevated brand visibility and credibility.
Activations & Partnerships