The happy place for city dogs

Brand strategy | Tone of voice | Brand identity | Social strategy | Print design | Digital design

Already an upward trend before the pandemic, there was huge increase in pet ownership during lockdown with Google searches for ‘buy a puppy’ up by 115%. This was swiftly followed by owners realising that they couldn’t cope and a warning from The Dogs Trust regarding abandoned dogs. Dogs left alone or living in flats can experience behavioural problems that owners are often ill-equipped to deal with. Enter WagWorks, ‘The happy place for city dogs’.  

Think: a well-bred cross between Soho House and Third Space, but for dogs. The best place for a dog is with you, but when life means you need to be elsewhere, the next best place for them is WagWorks.

Their locations include a play area specially designed to give dogs the right amount of stimulation and exercise, as well as grooming, daycare facilities, a resident vet and of course, a sniff room. More than just a space, they foster a supportive community of owners and experts to give you the knowledge and tools to have a better, happier relationship with your hound.

Looking at audience segments and reviewing trends in dog care and our relationship with dogs, we developed the brand strategy, copy and brand identity working with their interior architects to express the brand through physical space. We also set up their social channels and campaign targeting, helping them to reach their opening membership target in a matter of days.

“Anatomy took us through an invaluable process. As a start up we needed a combination of guidance, commercial nous and big ideas to bring our vision to life - which they delivered brilliantly”

Next project