The first phase was rebuilding the illustration suite. I audited what existed, identified what had to go, and drew seven dog breeds to replace and expand the roster—each in two versions, with and without a hero cape for use in Amazon assets. Adding fur type variety across the new breeds was a deliberate choice to reinforce the brand's "for all dogs" positioning. I also updated an unlicensed icon and revised the brand guidelines to reflect everything new.

Later, when new products were ready to launch, I built the template system in Figma. I started with placeholder layouts to align stakeholders on hierarchy and composition before photography happened. That meant the shot list came directly from the approved templates—no wasted frames. I designed one PDP template, one A+ template, and five sponsored ad templates, all built to flex across different product form factors so future SKUs could be handled in production rather than requiring a designer each time.