Pawp
Brand Messaging
〰️
Brand Messaging 〰️
I established the brand voice and messaging playbook for Pawp, a 24/7 pet telehealth service. By giving the creative team a clear guide to balancing medical authority with empathy, I ensured every touchpoint offers instant reassurance when worried pet parents need it most.
Messaging System
To maintain a consistent voice, I created a flexible set of brand descriptions that worked at any length. Whether design needed a 60-character App Store snippet or a 700-character company bio, the team had ready-to-use, perfectly scaled copy that stayed on-brand.
Pet-Parent Friendly Translations
Pet parents don’t care about clinical features in a 2am pet emergency. I turned every product spec into something a pet parent would actually say out loud.
How We Say It
Using Pawp’s three core value propositions as a baseline, I built out seven distinct messaging differentiators to define what each brand promise actually means in practice.
