Becoming the big dog in enrichment
- Brand Strategy
- Brand Identity
- Tone of Voice
We took Bruce’s beyond daycare, confidently establishing it as the category-defining brand in dog enrichment, boosting growth twelve fold.
Our new proposition ‘enriching dogs lives and unleashing happiness’ made Bruce’s irresistible to a broader group of modern pet parents. The identity, an iconic, happy Bruce’s dog, is designed to be instantly recognisable on the side of a passing doggy bus!
Then we reimagined the whole experience as an action packed festival of fun for dogs. Our new ecosystem of doggy services built additional connection and value. At the same time, we amplified everything about the distinctive Bruce’s experience, building the blueprint for an enriching culture, and drove the brand through every touchpoint for future growth.
ODA’s approach and thinking has energised the whole company. Our distinctive brand experience has been pivotal to our growth.
Bruce Casalis, CEO & Founder, Bruce's
THERE’S DOGS, AND THEN THERE’S BRUCE’S DOGS
Bruce’s makes dogs happy. We put all the hallmarks of a happy dog into an instantly recognisable Bruce’s icon.
We created an ecosystem of new service propositions, from grooming to sleepovers and training, taking the brand beyond daycare.
FLUENT IN DOG
Introduced a distinctive new personality that combined playfulness underpinned by expertise.
FESTIVAL OF FUN
We designed whole world of enrichment and fun around the idea of a festival for dogs. Then we worked with the Bruce’s team to action it, renaming fields and using our enrichment icons to inspire new ideas.
We created a set of distinctive and memorable values rooted in what dogs can teach us about life – with a memorable mnemonic. Then we bought to life internally and externally.
TURNING A SITE VISIT INTO A MAGIC MOMENT
Bruce’s were the only day care actively encouraging onsite enrolment visits. This provided an opportunity to increase conversion. We turned it into an enriching experience for pet parents via an engaging set of tools and team training to drive 100% conversion.
12X growth since rebrand
Brand purpose is embedded as a guide for all brand actions
Re-energised culture and brand behaviours
Industry-leading brand enabled acquisitions