INTRODUCING TEAM WUF.
ABOUT ROSIE
I studied Fine Art at Central Saint Martins.
I’ve been in the pet industry for nearly 20 years.
And I build brands and websites for pet businesses to get found and get chosen.
Most designers learn design, I lived it and still do. Going to one of the most creatively rigorous art schools in the world, where you’re pushed to look at everything differently was an incredible experience. Colour, composition, proportion, visual storytelling not as theory but as a creative practice and instinct.
I’ve spent 16 years in the pet industry, and I’m still in it. My partner and I run a small local pet business to this day, and before that, we built two dog walking companies from scratch. I started building websites for pet businesses alongside all of that, but when I moved to the Sussex coast and had the time to really focus, WUF took on a life of its own.
Nobody else has that combination. A St Martin’s trained eye, 16 years of knowing exactly what it’s like to be you, and the SEO know-how to make sure the right people actually find you.
THE WEB DESIGN BIT
Web design is where WUF started and what I’m known for. I’ve been building websites for pet businesses for years, and the difference between my work and most designers’ is that I learned SEO the hard way, by ranking my own pet businesses in search results.
That means every website I build isn’t just beautiful. It’s structured to be found, written to connect, and designed to convert the right kind of client. The one who’s actually looking for exactly what you offer.
A website should feel like the business the moment someone lands on it. Instantly, instinctively, unmistakably.
Not a template with your logo dropped in. Not a page full of stock photos of dogs. Something that actually feels like you and makes your ideal client think “yes, this is exactly who I’ve been looking for.”
THE BRAND DESIGN BIT
With my Fine Art training, brand identity work is one of my favourite things. The logos, the colour palettes, the typography, the tiny details that make a brand feel considered and completely its own.
My process is deliberately simple. No long discovery calls, no competitor analysis spreadsheets, no strategy documents that nobody reads. Instead, you fill in my Brand Foundations doc, a self-guided process that gets to the heart of your business in your own time. From that I create your Brand World, a document that defines who you are, who you’re for, and how you sound. Then the design begins.
You can come to me for a website, a brand, or both. And if you do both, that’s when it gets really good. Because a website built by the person who also designed the brand is just a different thing entirely.
AND THERE’S YAPPILY!
I’m the co-founder of Yappily, the UK directory for local, ethical, and qualified dog pros and pet businesses. So when I say I’m embedded in this industry, I really mean it.
I live and work by the sea in Sussex. I care deeply about doing honest, excellent work for people who deserve a brand and website as good as they are at what they do.
A Rosie Robinson timeline (in hair).
Rosie - The Early Years
My Dad is a total dude and had many an MG that we all used to whizz around in.
Rosie - The Teenage Years
With Art as my favourite subject in school, there was no question of what I wanted to do. It was off to art school for me as soon as I could!
Rosie - The Art School Years
After a years foundation course in Brighton I had an absolute blast studying Fine Art Sculpture at Central St Martins in London.
Rosie - The East London years
Out of art school and living in London, I shared a studio on Broadway Market with friends and started buying, selling and making. I’m a true hustler at heart.
Rosie - Bangkok!
A 3-month sojourn to Thailand ended with me frantically buying up stuff from the local markets and shipping it back home to sell on eBay.
Ever the entrepreneur even a holiday ends up as a business opportunity.
Rosie - Germany!
Met my amazing partner Kelly (we’ve been together for 20 years) and spent 3 years in Germany. Rosie Robinson was born and started out as customised denim being sold on Myspace and eBay.
My first foray into website design with a huge book of Dreamweaver and CSS.
Will the real Mrs Robinson please stand up!
My dear Nan, my cheerleader, my unwavering supporter, my believer.
And where I got the name Robinson from all those years ago.
Rosie - Back to London we go.
Customised denim turned into a full-blown vintage clothing and mid-century modern furniture business both online and from a shop in Wimbledon.
I’m definitely a trader at heart and love the thrill of turning a profit from buying and selling.
Rosie - The Dog Walking years
Professional dog walker for over 12 years with two hugely successful companies in SW London.
This was where I honed my local SEO skills and WUF design was born.
Rosie - The WUF years
I am hugely proud of creating a business that supports other pet business owners to up-level and upscale their businesses.
With my creative and pet business experience, I am now the go-to expert for pet business website design.
Or, as the APDT called me – ‘The Queen of Website Design’
Rosie loves
I’m a super happy and optimistic person which is fuelled by living in a tiny village on top of the cliffs in Sussex.
We are lucky to be surrounded by the most stunning countryside and the most beautiful beaches right on our doorstep.
I spend a lot of time outside in nature, walking the dogs, swimming in the sea all year round and paddleboarding.
And if we are not here, we are off having fun and cruising the coastlines of the UK in our campervan!
Yappily is born!
With the rise of aversive and balanced trainers during the global pandemic, Kely and I put our heads together to see how we could help bring more visibility to ethical and qualified dog pros.
The result is Yappily – The UK’s trusted directory of qualified and kind dog professionals.
Using all our tech and SEO skills, Yappily directory listings, podcast episodes, Newsdesk articles, and blog posts are now ranking well in Google and also AI search, meaning more dog guardians and caregivers find the right information and the right support FIRST.
Autumn 2026
WUF goes from strength to strength, and I feel so grateful to be working with and supporting the dog pros and pet businesses that I work with.
We’ve evolved into a small full-service agency offering brand work, web design, copywriting and graphic design.
Kelly, Sean, Mahesh and I look forward to helping you.
Kelly Lorenz
Kelly is WUF’s Creative Copywriter.
Having spent many years working in the dog industry herself, Kelly understands the challenges WUF’s clients face particularly the challenge of standing out and being seen in an increasingly crowded and competitive market. Her role is to help good, ethical dog professionals communicate what makes them different, reach the right people and build the visibility their businesses deserve.
Before moving into the dog world, Kelly worked as a Business English teacher in Düsseldorf, teaching senior management and professionals at organisations including Deloitte, L’Oréal, DHL, The Wall Street Journal Europe, Handelsblatt and Rempen & Partner. She also proofread, edited and translated German-to-English articles and business content, so writing and communication have always been at the heart of what she does.
She later went on to build and run successful dog walking and pet care businesses, managing a team of more than 10 walkers and training and mentoring over 20 dog professionals.
She is a qualified dog trainer, a council-licensed home boarder and is currently studying with PACT towards a further qualification in dog training and behaviour.
Kelly is also Co-Founder of Yappily, the ethical dog care directory, where she has written for the Newsdesk and blog, helping dog guardians understand more about ethical dog care, welfare and what they should expect from the professionals they trust with their dogs.
All of that experience feeds into Kelly’s work at WUF.
She knows dogs, she knows the pet care industry, and she knows how important the right words can be when you’re trying to build a business based on trust.
Sean Lane
Lead designer Sean, an experienced designer and illustrator, supports Rosie with the building of the websites.
Experienced in graphic and print design we’ve been able to widen the WUF offer to include book cover design and graphic work for merchandise, promotional and marketing items including banners, leaflets, cards and much more.
He has a fantastic combination of tech knowledge and creativity, which has resulted in the WUF project build and delivery time being much smoother and efficient.
Sean starts work after walking his gorgeous cocker spaniel Bella every morning.
Mahesh Pandey
Developer Mahesh is the mega techy side of WUF. He’s the one who handles all our website transfers, email setups, and troubleshoots tech gremlins.
He’s helped non-WUF clients clean up infected websites and does a fantastic job of speed-optimising websites.
He also saves Rosie’s life about a million times a day when tech goes weird, and he comes to the rescue!
He might be behind the scenes, but we couldn’t do what we do at WUF without him.