Waving Paws: From a Templated Site to a Full Brand System
Waving Paws · Other
CLIENT
Waving Paws
INDUSTRY
Other
YEAR
2026
RESULT
Full brand relaunch: a new site with 12 neighborhood pages, a recurring email newsletter, and a content system for social, alongside a national TV feature.
THE APPROACH
The situation
Waving Paws is a private dog walking service in New York City built on a simple promise: one trusted walker, matched to your dog and your routine, never rotated and never a group of strange dogs. The old site did not reflect any of that. It was a generic single page template with stock feeling photography and no structure to speak of, no neighborhood pages, no clear service breakdown, and nothing that separated Waving Paws from any other walker in the city.
What we built
We rebuilt the site from the ground up on Webflow, with real photography, a dedicated page for every neighborhood the team covers, and copy built around the one walker promise instead of generic dog walking language. Behind the site, we stood up a recurring email newsletter with founder led storytelling, a monthly featured dog, and a light touch review ask, plus a repeatable content system for Instagram covering pinned posts, short recurring video formats, and a consistent visual identity that carries across every channel.
Where it stands
The new site is live with GA4 tracking in place, the first newsletter is built and ready to send, and the founder secured a Fox Business feature along the way, now folded into the brand's social proof. The blog, a recurring short video format, and an ongoing community engagement cadence are the next phase.
