The Way of the Wag

Sectors: Dog Training
Services: Branding, Logo Development, Copywriting, Website Design & Build

The Challenge

BB Borowitz had been running her dog training business for over 15 years with just a single marketing piece — a well-loved postcard that clients kept coming back to. But there was no website, no logo, and no brand identity beyond that one printed card. It worked for a while, but it was time to build something more complete and more current that still felt like her.

She needed a brand and an online presence that reflected her joyful, grounded, and highly effective approach to dog training.

What We Did

We began with a collaborative branding process, starting from the existing postcard and expanding outward. Every part of the project was shaped around her personality, her philosophy, and her audience — dog owners looking for positive, trust-based training with someone who genuinely gets it.

Here’s what we created:

A complete visual identity including color palette, font choices, and logo
A voice and tone guide to reflect her warm, playful energy in the copy
A StoryBrand-informed layout that clearly communicates her value and helps potential clients understand the transformation she offers
A fully custom Squarespace website that’s easy for her to manage going forward

Throughout the design, we used playful but clean visuals, clear calls to action, and warm, welcoming copy to make sure every part of the site felt like her.

Before

After

Scroll the homepage 👇

The Outcome

The final brand and website feel like an honest reflection of the person behind the business. Visitors now land on a site that immediately communicates what she offers and how she works, with a clear, simple path to getting started. The design feels approachable and personal without being overly casual, and the entire site is built to grow with her over time.