Tail
Founder-led product
A balanced fusion of proportion, typography, and visual tone.
A dog collar and app built from zero, co-founded with a team of three - acquired in 2023.
(Research)
Dogs are among Europe's most popular pets, but research surfaced a clear gap: owners lacked reliable guidance and feared not caring for their dogs properly. Surveys on safety, care and shared activity shaped two distinct personas - younger, socially active owners, and older owners prioritizing health and safety.
(Team)
Tail was built by three co-founders, not one - I led brand and product design alongside a dedicated UX and product team, while hardware engineers and physical product designers worked in parallel to take the collar from prototype through production. Software, physical device and packaging were tested together, not in sequence.
(Experiment)
Interface, collar and hardware were prototyped in parallel across five iterations, tested with the project team, testers and stakeholders at every step. Branding was designed alongside the product itself, so the app, the device and the identity shipped as one coherent system.
(Results)
Founded
2013, acquired 2023
Recognition
T-Mobile WARP, EU Horizon 2020 (Phase 1)
