Tuft+Paw | Brand Strategy & Creative Direction
Tuft+Paw is a lifestyle brand that designs modern furniture and accessories for cats. As the company was preparing a large product collection launch, I was approached by founder Jackson Cunningham to develop a comprehensive brand strategy. I joined the startup as the Director of Brand and defined the brand and creatively lead its implementation across physical and digital brand channels.
Brand Illustrations
A comprehensive illustration library was developed as a supplementary tool. These illustrations and animations focus on the areas of cats using Tuft+Paw products, cats engaging in wacky and loveable behaviour, and the deep connections between cats and people.
Role: Concept & Creative Direction
Illustrator: Sophie Bohne
A collection of icons was developed to communicate fundamental aspects of the Tuft+Paw product design approach and customer experience.
Designer: Julia van Vuuren