A brand to deepen connections between dogs and owners
Nobody needs to be told that urban dog ownership has increased dramatically in the last few years. But looking after your best friend in an urban environment can be challenging. Where do you get expert advice easily? How do you juggle exercise and companionship with your own busy lifestyle and being back in the office?
Dogs that don’t get what they need can display behavioural problems. Enter WagWorks, a well-bred cross between Soho House and Third Space, but for dogs. Their locations are designed to give dogs the right amount of stimulation and exercise with grooming, overnight facilities, a resident vet, and of course, a café.
Our job was to make it clear that the best place for a dog is with you, but when life makes that difficult, the next best place is WagWorks.
We looked at the role dogs play in our lives and the deep emotional bonds they create. Delving into audience segments, we uncovered pain points before sketching out various positioning routes to help them evolve their offer. More than just a space, we saw them as a supportive community of owners and experts, helping members develop a rewarding relationship with their dogs. Because like our children and partners, all we want is for them to be happy and healthy.
We worked with their interior architects to express the brand through physical space and our launch campaign created a waiting list in a matter of days. We’re partnering with them as they open new locations across London.
“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”
James Netherthorpe
Founder
WagWorks
