Fetcha is a London-based startup offering premium dog sitting services for busy pet owners. With a name already in place but no visual identity or messaging, they approached me for a two-week brand sprint to create a bold, friendly brand that would help them launch, attract clients, and stand out in a growing market.
The client had only a name and a vague idea of the brand personality they wanted to express. They knew they wanted it to feel fun, bold, and approachable, but they had no clear vision for how that should look or sound. The biggest challenge was starting from scratch and building a brand that would resonate with dog owners who had expendable income and were looking for trustworthy, personality-filled pet care.
The first phase of the sprint focused on identifying Fetcha’s tone, look, and market positioning. From there, I designed a complete brand identity, including a logomark, a warm and playful tone of voice, and example messaging that leaned into dog-related humour. One standout campaign example used the simple dog command “Sit!” with the tagline, “We’ll dog sit your best friend whilst you pop to the shops. All for £25.” The visual system included custom dog illustrations, a flexible color palette, animated social content, branded touchpoints like lanyards, and a social media toolkit so the team could create consistent posts without ongoing design support.
The new brand helped Fetcha win its first customers and attract early investment, giving them the runway to grow. With a confident brand presence and clear messaging, they quickly positioned themselves as one of the leading dog sitting companies in London. The visual identity gave them credibility, while the cheeky tone helped them connect authentically with their audience.
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