Establishing the Direct Response Foundation for a New Pet Supplement Brand
My Role: Lead Designer • Creative Direction • Brand + UX Strategy
Inside This Project:
Overview
Designing a Trust-Centered Conversion Experience from the Ground Up
DIRECT RESPONSE LANDING PAGE
AMAZON BRAND PITCH
SuperPup marked the company’s first entry into the dog-supplement category with the launch of Flex & Fur collagen. I led the creation of the direct-response landing experience, Amazon listing visuals, and supporting brand pitch materials, establishing the digital foundation for the brand’s market debut. The project balanced playful personality with structured persuasion, using authentic storytelling, including my former dog Thor, to build emotional connection while reinforcing product credibility.
The Challenge
Entering the competitive dog-supplement market required building trust, identity, and credibility from zero. With no established brand presence, the experience needed to clearly communicate product benefits while conveying warmth and authenticity. The challenge was to create a conversion-focused launch system that balanced emotional storytelling with direct-response structure, ensuring SuperPup could stand out while maintaining legitimacy in a health-driven category.
Landing Page
Designing a Playful, Trust-Building Landing Experience for Pet Parents
As Smashtech’s first pet wellness brand, SuperPup needed a landing page that could introduce the product, educate pet parents, and build trust quickly. I concepted and designed a direct-response experience that balanced performance with a warm, pet-first personality. The page opened with clear benefits and engaging insights like “Did you know your dog is considered senior by age 5?” to immediately reframe canine health and set up the need for supplementation.
From there, the layout highlighted the product’s five types of collagen (Type I, II, III, V and X), its all-natural and human-grade formula, and key claims such as NON-GMO, vet-recommended, and grain-free. Real pet owner testimonials, a comparison chart against competing brands, and the Pawsome Promise 90-day guarantee helped establish credibility while keeping the tone playful and approachable. The result was a clear, trust-building funnel that educated pet parents and positioned SuperPup as a reliable, wellness-forward brand in the dog supplement space.
Amazon Listing Images
Brand Pitch
SuperPup was a new pet-wellness brand concept built around fun, functional products designed to support happier, healthier dogs.
I partnered with the Brand Manager to develop a comprehensive pitch deck for the executive team, helping shape the visual direction and organize complex information into a clear, persuasive narrative. My contributions included designing presentation layouts, visualizing market research and trends, mapping competitor insights, and showcasing proposed product concepts in a way that highlighted the brand’s potential and strategic value.
Business Impact
Established the Digital Foundation for a New Pet Wellness Brand
Designed the direct-response landing architecture, Amazon listing assets, and supporting brand materials to create a cohesive launch presence across channels.
Provided SuperPup with a clear market entry platform that combined brand storytelling with structured conversion strategy.
Built Trust Through Emotional and Credible Brand Positioning
Balanced playful visual identity with benefit-driven messaging and ingredient education to reinforce legitimacy in the supplement space.
Increased purchase confidence by aligning warmth, transparency, and structured persuasion within the launch experience.
Created a Scalable Direct-Response Framework for Future Growth
Developed modular landing components and Amazon visual systems that could be expanded for additional products and campaigns.
Enabled the brand to scale beyond its initial launch with a repeatable, conversion-ready foundation