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](https://framerusercontent.com/images/3lWuIwuStN2Ew9V3a06FwFKFE54.jpg)
![Diggs Pet Dog wearing collar](https://framerusercontent.com/images/3lWuIwuStN2Ew9V3a06FwFKFE54.jpg)
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.
![](https://framerusercontent.com/images/29PrNIAYINZohOtUYEFm5DwqPbE.gif)
![](https://framerusercontent.com/images/29PrNIAYINZohOtUYEFm5DwqPbE.gif)
![](https://framerusercontent.com/images/29PrNIAYINZohOtUYEFm5DwqPbE.gif)
![](https://framerusercontent.com/images/6TUqhWLGllFMPGFzwUgRz6u4A.gif)
![](https://framerusercontent.com/images/6TUqhWLGllFMPGFzwUgRz6u4A.gif)
![](https://framerusercontent.com/images/6TUqhWLGllFMPGFzwUgRz6u4A.gif)
![Diggs Pet Lifestyle Small Pine Dog Crate](https://framerusercontent.com/images/OqybLG47HZTZL7AexNwmhN0g.gif?scale-down-to=1024)
![Diggs Pet Lifestyle Ash Dog Crate](https://framerusercontent.com/images/wzZRfFcASvWHxriH2DpQVM6qvs.jpeg)
![Diggs Pet Lifestyle Medium Pine Dog Crate](https://framerusercontent.com/images/ADfT7WGCfpqW0eHhNhPFMINXp8.jpeg)
![Diggs Pet Lifestyle Ash Dog Crate with a young woman](https://framerusercontent.com/images/M3FPqoeAv2sonroTBA4sFzA4.jpeg)
![Diggs Pet Closeup of dog wearing color](https://framerusercontent.com/images/DZwqd6c45vUOfadiWkskRZ0F2s.jpg)
![Floating dog peanut butter surrounded by falling fruit](https://framerusercontent.com/images/LRAKYLboRaDCVCU1fSnVNwqETDg.png)
"Bart doesn't see roadblocks, he sees opportunities and new ways to do something that challenges long held conventions and beliefs."
![](https://framerusercontent.com/images/542ALbKO51ZzqPEN5C7mKLjg.jpeg)
![](https://framerusercontent.com/images/542ALbKO51ZzqPEN5C7mKLjg.jpeg)
Courtney Armstrong
VP of Product, Diggs Pet
![Diggs Pet Ash Dog Crate Ceiling Window](https://framerusercontent.com/images/llb4Fd37Xk6Z0Cy5AkrHktcfb8.jpg)
![](https://framerusercontent.com/images/u1JemEtk61SFgODAq2ihQUjW8.png?scale-down-to=512)
![](https://framerusercontent.com/images/u1JemEtk61SFgODAq2ihQUjW8.png?scale-down-to=512)
![Diggs Pet Lifestyle Medium Pine Dog Crate](https://framerusercontent.com/images/HPLRvbmO4egasSEH13gEelMbTg.png)
![Diggs Pet Lifestyle Medium Pine Dog Crate](https://framerusercontent.com/images/ADfT7WGCfpqW0eHhNhPFMINXp8.jpeg)
![Diggs Pet Closeup of dog wearing color](https://framerusercontent.com/images/hyGQo4yWVOADw3TkuusQiqihltY.jpg)
![Floating dog peanut butter surrounded by falling fruit](https://framerusercontent.com/images/d8Ava3XEuze2NWoKolTPdRI0s.jpeg)
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.