B-Corporation
West Paw
Over 15 years of copy projects, gradually build stronger and stronger strategy initiatives, helping the ethics-minded company open new factories, launch instant best-selling products, skyrocket in the pandemic, and efficiently delegate marketing work.
Strategy+Copy
Strategy
+Copy
Results
Hangup: The mission made products more expensive—how to sell at a higher price?
West Paw’s founder took his responsibility as a manufacturer seriously, always trying to do the right thing. The company reclaimed materials from old bottles and ocean-bound plastic, used recycled banana boxes for storage, made everything in the USA, and set ambitious environmental standards for themselves (that were often later adopted by others in the pet industry.) But it all came at a cost, one that had to be passed onto customers. How could we ensure sure they bought in joyfully?
Fix: Always position dogs as the hero in a world-saving journey
I started working with West Paw as a young copywriter when their natural inclination was to talk about themselves. Over launch after successful launch, I steered the focus back around to pets and pet owners, helping West Paw develop a zany voice that spotlighted a shared passion for pets. When West Paw grew gangbusters in the pandemic, it was time to cap off the work with an upgrade to their brand strategy, a writing guide for their staff, and a copy bank they could drop into their growing press efforts.
Over a decade of thoughtful, successful expansion
Over years of writing catalogs, product descriptions, launch materials, a treat cookbook (you heard me), and (finally!) brand strategy, we grew West Paw from a small local company to a fully-certified B-Corporation with multiple Made-in-America factories. West Paw sets industry standards as a Guardian Member of the Pet Sustainability Coalition and wins nonstop awards for toys, workplace, environmental standards, and impact. Sharing the love of dogs with customers instead of talking about West Paw directly paid off—customers are happy to pay for quality and like-mindedness.
Photo: Helena Lopez
“With almost 15 years of experience working with Kira on brand strategy, new product positioning, and campaigns (to name a few), I can confidently say she is a force when it comes to building and transforming brands.”
—Cary Duggan | Brand + Product Marketing Leader (Client at West Paw)
