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Case Study · Brand · Packaging · Website · Video · Photo · Launch
A smart leash companion that reads pavement temperature. We built the brand from zero, designed the packaging, launched the website that explains it in one scroll, and built the ad and social kit for launch.
Where They Started
LazerPaws clips onto any standard leash and reads the ground temperature before your dog steps on it. It’s the kind of product people love once they get it, but most dog owners have never thought about how hot pavement gets.
When they came to us, the product was nearly ready and the marketing was not. There were no brand guidelines, no lifestyle photos, no video, no finished packaging, and the website was a waitlist page. They had never launched a product before, and a past agency had left them with little guidance. They needed a partner to plan the launch with them and build everything it would take.
The Vision
Nobody searches for a problem they don’t know they have. The site had to make the problem land fast, make the product feel simple and trustworthy, and put the buy button right where the decision happens.
Hot pavement doesn’t always look hot. That lands in the first scroll.
A color-coded guide: under 100°F, 105–125°F, and 125°F and up.
A labeled layout of every feature, from the IR sensor to the waste bags.
Color, quantity and Buy Now, with the launch offer front and center.
The Plan
A new product launch has a hundred moving parts. So before we built anything, we planned it together: discovery calls, a StoryBrand session and a full strategy book, then a scope of work, a phased roadmap and a week-by-week calendar. We stayed agile, met every week, and kept the dial moving at the pace their launch needed.
What We Built
We started with strategy, then built everything the launch needed: the website, the logo and brand guide, the box and inserts, the videos and photos, and the campaign to put it in front of dog owners. Here is everything we made.
1Strategy + brand development
LazerPaws came to us with a product and nothing to take it to market. Before we designed anything, we figured out who it was for and what to say. We diagnosed the existing brand, wrote the StoryBrand messaging, built six customer personas, and researched which markets to test first and how to judge the results.
Six customer personas
Three test markets, scored on climate, pet ownership, income and persona fit
"LazerPaws is a smart leash companion that helps pet parents check ground temperature before every walk, so they can protect their dog's paws and walk with confidence."
2Website
We built lazerpaw.com as one scrolling story: the problem, a safety guide, Clip. Check. Walk., the device up close, and a buy box at the end, connected to Shopify so the purchase path works end to end. Then we added a brand resources page for affiliates and partners.
Desktop · The whole story in one scroll.
Tablet · Same story, same buy box.
Phone · Built for the thumb that clicked the ad.
3Logo + brand guide
The old logo had too many parts competing for attention. We simplified it into a clear system: the wordmark leads, the LP badge supports it, and the full lockup is saved for packaging. Then we wrote the rules in a logo guide and documented the whole brand in the 20-page guide below.
The brand guide
4Packaging + print
We designed everything a customer touches when they open LazerPaws: the cover sleeve that wraps the box in both colors, a quick start guide, a personal thank-you letter, and a marketing card that invites them into the community and to share a gift code. Click through each piece.
5Video production
A new product has to be understood fast. We filmed LazerPaws on real walks with real dogs, then cut a launch promo and a series of short feature videos, one per feature, built for Reels and ads.
6Product photography
We shot the device in the studio and finished a curated set for the store, the ads and the packaging: the full kit in both colors, plus every angle and detail customers ask about.
7Launch, ads + social
With the brand and content in place, we built what the plan calls for: a 28-post organic social plan with the graphics, a paid test campaign in the three markets from our research, a creator program, and follow-up for the people they met at events. Every result feeds the next decision.
The Outcome
Today, LazerPaws has a home that does what a launch needs: it explains a product most people have never seen, in the time it takes to scroll a phone.
Every ad and social post points to one page. It teaches the problem, shows the device, answers the common questions, and ends in a buy box with the launch offer.
Because it’s built as one flexible page, the team can update the offer, the photos or the FAQ as the launch grows, without rebuilding anything.
It gives a brand-new product the one thing it can’t launch without: a clear, trustworthy place to say yes.
We see all the hard work. We appreciate it… It’s been far more than we ever thought we would have you give back to us, and our appreciation is huge.Dani Crowley · LazerPaws
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Every one of these started with a conversation. Book a free Discovery Call and we’ll map out where you are and what’s possible next.
