Diggs Pet

Diggs Pet

Diggs Pet

B2C

Creative Direction

Bringing aesthetic & functional
pet products to market

Bringing aesthetic & functional
pet products to market

Bringing aesthetic & functional
pet products to market

Bringing aesthetic & functional
pet products to market

Diggs Pet Dog wearing collar
Diggs Pet Dog wearing collar

Diggs is a premium pet supplies brand aiming to disrupt the pet industry through design and innovation.

Diggs is a premium pet supplies brand aiming to disrupt the pet industry through design and innovation.

Diggs is a premium pet supplies brand aiming to disrupt the pet industry through design and innovation.

Giving a Kickstarter brand life

Giving a Kickstarter
brand life

Giving a Kickstarter
brand life

Problem:
Being a startup, many of Diggs' key brand touchpoints needed attention and were causing friction and frustration for prospective and existing customers.


Solution:
From packaging, product design to education, website optimization and early customer acquisition, I helped elevate Diggs from a Kickstarter brand to a category leader. I led Diggs' marketing for 3 years, going from being an individual contributor to building and leading marketing and customer service teams. I was very involved in product strategy, design and development as well, informing color, material and finish as well as form and function.


Results:
I helped create a brand and products customers raved about, leading to placement in Petco stores nationwide, a growing pet parent community and eventually a $13M Series A investment.

I was employee #2 at Diggs, serving as their head of marketing from 2019-2022. I helped elevate them from looking like a "As Seen On TV" brand, to a category leader in the pet supplies industry.

I refreshed their brand design, messaging, website, packaging and created key partnerships with pet influencers, dog trainers, vets and breeders.

I was employee #2 at Diggs, serving as their head of marketing from 2019-2022. I helped elevate them from looking like a "As Seen On TV" brand, to a category leader in the pet supplies industry.

I refreshed their brand design, messaging, website, packaging and created key partnerships with pet influencers, dog trainers, vets and breeders.

Diggs Pet Lifestyle Small Pine Dog Crate
Diggs Pet Lifestyle Ash Dog Crate
Diggs Pet Lifestyle Medium Pine Dog Crate
Diggs Pet Lifestyle Ash Dog Crate with a young woman
Diggs Pet Closeup of dog wearing color
Floating dog peanut butter surrounded by falling fruit

"Bart doesn't see roadblocks, he sees opportunities and new ways to do something that challenges long held conventions and beliefs."

Courtney Armstrong

VP of Product, Diggs Pet

Diggs Pet Ash Dog Crate Ceiling Window
Diggs Pet Lifestyle Medium Pine Dog Crate
Diggs Pet Lifestyle Medium Pine Dog Crate
Diggs Pet Closeup of dog wearing color
Floating dog peanut butter surrounded by falling fruit

Developing and bringing products to market

Developing and bringing
products to market

During my time at Diggs, I spearheaded the creation of a new product color way that became the brand's runaway bestseller. I also was a key contributor to the development of products like Groov, Pillo, Passenger, treat spreads and their entire walk suite.


From naming, color/material/finish to features, customer research and go-to-market strategy – I helped Diggs go from a one-hit product to a one-stop shop for premium pet supplies.

During my time at Diggs, I spearheaded the creation of a new product color way that became the brand's runaway bestseller.

I also was a key contributor to the development of products like Groov, Pillo, Passenger, treat spreads and their entire walk suite. From naming, color/material/finish to features, customer research and go-to-market strategy – I helped Diggs go from a one-hit product to a one-stop shop for premium pet supplies.

During my time at Diggs, I spearheaded the creation of a new product color way that became the brand's runaway bestseller.

I also was a key contributor to the development of products like Groov, Pillo, Passenger, treat spreads and their entire walk suite. From naming, color/material/finish to features, customer research and go-to-market strategy – I helped Diggs go from a one-hit product to a one-stop shop for premium pet supplies.

During my time at Diggs, I spearheaded the creation of a new product color way that became the brand's runaway bestseller.


I also was a key contributor to the development of products like Groov, Pillo, Passenger, treat spreads and their entire walk suite. From naming, color/material/finish to features, customer research and go-to-market strategy – I helped Diggs go from a one-hit product to a one-stop shop for premium pet supplies.

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