WorkInfo
Have you ever loved a dog so much you built a pet accessory brand for them?Leeds Dog Supply

Founder
Brand Positioning
Brand Identity
Product Design
Creative Direction
Background

I rescued a dog and noticed I was among an emerging audience of pet owners who saw their pets as extensions of themselves. People were developing identities around this relationship but there weren’t many pet accessory brands catering to this trend, let alone one that spoke to the culture I came from, so I set out to create one.





Establishing a brand from concept to market

Born from laid-back Southern California beach culture, an active outdoor lifestyle, and a love for rescue dogs, Leeds Dog Supply is an American-made pet accessory brand dedicated to celebrating the bond between people and their dogs — while raising awareness for no-kill shelters and rescues.  

As the founder and creative director, I led the brand from concept to market  — driving sustained, multi-year growth, successfully establishing a distinct niche in the pet accessories market through building a cohesive, product and mission-driven identity that now spans DTC e-commerce, wholesale, and international distribution.



I named the brand, established its positioning, tone of voice, and core messaging. I created the logo, and visual identity. I led product design,  sourcing, production, and vendor coordination across every product type, including all collars, leashes, harnesses, and apparel.



I worked closely with photographers, videographers, content creators, artists, and brand partners to ensure a consistent brand voice across all touchpoints. I oversaw all creative and art direction from concept to execution across all channels - from seasonal textile graphics, product collections and campaigns to promotional materials, in-store POP displays, tradeshow booths, e-commerce and social.



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 Adamjafry@gmail.com

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