Waggy tails as we scoop Best in Show at Transform Awards


Words: Tom Shuttleworth

Published on November 12, 2023

Wagworks, Award, Anatomy

We were thrilled to win Gold for our brand identity for WagWorks, up against the industry big dogs at the Transform awards.

WagWorks have professionalised dog care with a brand-led, lifestyle concept. Think Soho House meets Third Space but for dogs about town. The WagWorks vision was to create a community for dogs and owners. Even before about a million people Googled ‘puppy for sale’ in the pandemic, looking after a dog in a big city with small apartments was a challenge. And made for plenty of unhappy dogs with behavioural problems.

Armed with insights, we positioned them as the ‘happy place for city dogs’. We brought that to life creatively, while communicating their expertise and gently tugging on the heartstrings (we’re a nation of dog lovers, we don’t need a huge amount of persuasion). Our launch campaign sold out membership in 2 days and the wait list is longer than the Hurlingham Club, but new sites are set to open shortly.

The WagWorks concept taps into so many timely trends and macro themes around happiness, belonging, and meaning in our busy cities. But this project also sums up everything we’re about as an agency – creating brands that are about connection and community in partnership with our clients. Founder Jamie Netherthorpe said, “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”

It’s always a pleasure working with founders and Series A startups to help develop things to the next level. Got a project? Get in touch!

WagWorks positioning
WagWorks print
WagWorks social