THE CAT LADIES

From Single-Product Amazon Brand
To Multi-Category Lifestyle Platform

IMPACT SNAPSHOT

National retail placement secured: Walmart · PetSmart · Petsure
+118% YoY DTC revenue growth
+134% YoY increase in total orders
+107% YoY lift in add-to-cart actions
Sustained 14–16% conversion rates across Amazon & DTC
36k+ CRM subscribers supporting repeat purchase & retail launches

ROLE & SCOPE

Creative Director & Producer
Led brand strategy, creative direction, content production, platform transformation, and commercial storytelling across Amazon, DTC, CRM, and retail.

Brand repositioning & narrative architecture
Category expansion & NPD creative leadership
Director & producer across all lifestyle, product, UGC & video shoots
Amazon & Shopify ecosystem rebuild
Ongoing performance-led creative optimisation

A single-SKU Amazon brand was restructured into a scalable, content-led lifestyle ecosystem spanning Amazon, DTC, social, CRM, and national retail.

THE CHALLENGE

The Cat Ladies had reached a growth ceiling as a single-SKU Amazon brand.

Brand perception limited category expansion, retail readiness, and long-term portfolio scale..

STRATEGIC OPPORTUNITY

A review of the category revealed a disconnect between brand name, product offering, and consumer perception.

While positioned as The Cat Ladies, the brand operated as a single-SKU cat grass product competing in a functional, low-engagement category. Consumer behaviour indicated growing demand for wellness-led pet products, while competitor analysis showed an opportunity to move beyond commodity grass into a broader lifestyle and care ecosystem.

BRAND REPOSITIONING & IDENTITY

Repositioned The Cat Ladies from a single-product cat grass brand into a lifestyle-led wellness platform for modern cat owners — aligning strategy, narrative, copy, and visual identity into one cohesive brand system.

Clear brand role and customer journey defined using the SB7 framework
Positioning expanded beyond cat grass into lifestyle, enrichment, and wellness
Unified voice and conversion-led copywriting across all consumer touchpoints
Refined colour palette, lifestyle-first visuals, and a distinctive cat mascot
Cohesive narrative across packaging, digital platforms, and content
Elevated photography reflecting real homes and everyday rituals

CONTENT PRODUCTION & VISUAL SYSTEMS

Director & Producer across all shoots

Built a scalable content engine to support Amazon PDPs, paid media, CRM, organic social, and retail launches — ensuring creative consistency while optimising for conversion.