Hitch Pet set out to redefine the pet-gear space by blending technical durability with elevated style. Competing brands often skewed either “cute” or “rugged,” leaving a gap for owners who wanted products that could handle adventure without sacrificing design.
The brand needed an identity and digital experience that built trust, conveyed craftsmanship, and positioned Hitch Pet as a premium, enduring companion brand for modern dog owners.
Create a cohesive brand and e-commerce experience that communicates performance, longevity, and authenticity.
As Creative Director, I led strategy, identity, and digital design from concept to launch — aligning branding, UX, and marketing goals across a cross-disciplinary team of designers, developers, and stakeholders.
Key goals:
Establish a distinct positioning between lifestyle and technical outdoor brands.
Design a modular site system for easy scalability.
Translate material durability and tactile quality into a digital experience.
Hitch Pet launched with a clear, confident presence that elevated it beyond typical pet-gear aesthetics.
Impact:
- +25 % increase in time on site
- +15 % lift in conversion rate
- +10 % growth in average order value
- Positive retail feedback citing “premium look and trustworthiness”
The project became a blueprint for how design systems and storytelling can transform a startup into a category contender.
Brand System
A unified visual language applied across packaging, hangtags, and social content — emphasizing craftsmanship and long-term reliability.
Digital Experience
A fully responsive, CMS-driven Webflow site showcasing product performance, material stories, and lifestyle imagery. Motion and photography highlighted real-world use — mud, rain, and trail — reinforcing authenticity.
Collaboration & Leadership
I guided internal design reviews, aligned creative with performance and SEO goals, and championed consistency across web and packaging. Cross-functional workshops ensured brand principles carried through marketing and product development.
