01.

Pawp was moving from a direct-to-consumer product into B2B2C, positioning itself as something clinics, veterinary practices, and large corporations could offer their own customers and employees. One brand now had to work for a pet parent deciding in the moment and a corporate buyer evaluating a benefits package months out. The existing brand couldn't speak credibly to both without diluting either.

02.

The next attempt needed to do more than just “look better.” It had to work as a benefits-package pitch to a corporate buyer and as a trust signal to an individual pet parent, using the same brand at the same time, without either audience reading the other's version as an afterthought. It also had to be owned internally this time, done lean and in-house, or it would fail exactly the way the last one had. Leadership did not see the value of working with another external agency.

03.

I ran workshops that taught leadership across the company what brand actually does strategically (not just what it looks like), tailored to what each team needed the brand to do for them. The previous agency work had failed because nobody internally had a stake in it. I gave my colleagues a reason to advocate for another refresh based on the goals it needed to deliver upon. A brand nobody internally believes in doesn't survive rollout, no matter how good the deck looks. I commissioned original photography with real Pawp customers, our own team's pets, and (for the first time) the vet tech team itself. Telehealth runs on trust, and a faceless brand asking pet parents to trust a virtual vet was never going to be credible (for either audience). That ultimately ended up being the same trust a corporate buyer needed to see before offering Pawp to their own employees. Real people got us there since stock photography or clip art wasn't going to. That rebrand gave Pawp new positioning and expression that could sell itself two ways at once, refreshing how the company read both internally and to pet parents outside it. Within the next 6 months, Walmart signed a deal to offer Pawp to its employees as internal benefits.