Walkies: A Brand That Leads the Pack
Karen started walking dogs in Glasgow back in 1989 — long before it was even a thing. She was the city's original dog walker, carving out her own space through sheer passion, commitment, and a deep love for her four-legged clients. But as more people entered the game, the industry became noisy. She was still working hard, still loved by her clients — but her brand? Well… it didn’t really exist.
Digging Into the Past
When Karen and I first spoke, she admitted she didn’t have a brand. No name. No logo. Just word of mouth, trust, and time-earned loyalty. So I started asking questions — digging around to find something meaningful. And eventually, it came out: she had used the name Walkies back in the early days, but had never really done anything with it.
That was the moment I knew what to do.
Walkies wasn’t just a cute, clever name — it was part of her story. Part of the city’s story, too. So we brought it back. True to her roots, true to her voice, and true to what she’s always done: led the pack.
A Fresh Perspective
From there, we built a brand that feels like it’s told from the dog’s point of view — playful, friendly, and full of character. A sticker-style approach means Karen can leave her mark all over Glasgow (literally), and the new visual identity is both charming and confident.
The Full Scope
Together we worked on:
Brand Strategy: Defining what makes Walkies different.
Naming: Resurrecting the original name — one that means something.
Brand Identity: Creating a look that’s playful, professional, and unmistakably Karen.
Copywriting: Writing in a tone that’s as friendly, trustworthy and funny as she is.
Art Direction: Making sure every detail feels considered.
Social Content: Giving her tools to engage with her local audience.
Van Design: Turning her wheels into walking (well, driving) advertising.
Web Design: A concept for a site that’s fun and all about the dogs, of course.
A Brand With Legs
The result is a brand that feels established, energetic and loved — just like Karen. It’s not a reinvention. It’s a revival. One that honours where she started, and positions her for everything that is still to come.
See the full project.
