THE FEELGOOD FRAMEWORK.

Brand strategy & identity in one powerful package giving you that FeelGood brand and confidence you are craving!

I’ve always delivered WUF websites with SEO included – because one without the other is totally useless and it’s a core WUF belief to deliver something that actually gets results.

The same goes for branding. For best results, you need strategy AND identity. And so in true WUF fashion I’ve broken the rules and rather than asking you to choose, I’ve created The FeelGood Framework, that contains everything you need, and nothing you don’t.

First, let’s get clear on what they are

🧩 Strategy

Your brand is more than just visuals. It’s the story, the feeling, and the energy behind your business. It’s what makes you instantly recognisable and memorable.

🎨 Identity

The visual part – your logo, color palette, icons, illustrations, and more, that brings your brand to life.

When you have both, the magic happens! Your brand finally represents you. It connects with your people. And most importantly, it feels so good that it takes your confidence to the MAX!

The FeelGood Framework delivers that magic.

It gives you the perfect blend of strategy + identity, just the right amount to give you clarity, confidence, and consistency without overwhelming you.

There’s two options Feelgood Core and FeelGood Pro, full deets below, and of course I can help you choose which suits you best according to the point in your brand and business journey you’re at.

✨ FeelGood Core

(The Complete Branding Package)

🚀 For businesses who need clarity & a strong visual identity – fast.

✔ A self-guided brand foundations clarity doc.

✔ Visual identity package – logo, color palette, typography, and a simple brand board.

✔ Basic brand guidelines – so you can stay consistent across your website and social media.

💡 Perfect for: Solopreneurs, startups, or businesses that already have a sense of direction but need their branding to match their energy.

🔥 FeelGood Pro

(The Full Brand Transformation)

🚀 For businesses who need full strategic alignment + a polished brand identity.

✔ Full FeelGood brand foundations live session – where we go deeper into messaging, brand voice, positioning, and the emotional impact of your brand.

✔ Brand story & messaging guide – key messaging points, core brand statements, and an overview of how to communicate your brand with clarity.

✔ Complete visual identity package – Logo, colors, typography, icons, and any necessary brand elements.

✔ Comprehensive brand guidelines – a detailed guide so you (or your team) can stay 100% consistent everywhere your brand appears.

💡 Perfect for: Businesses ready for a serious brand upgrade – those who want a fully aligned identity that deeply resonates.

Build a Brand That Works with the feelgood framework

And get ready to welcome people into your world with confidence and joy.

A white 'Yappily' text with a registered trademark symbol on a red background.
Logo for "Goose Glen Gundogs" featuring a stylized duck and dog on either side of the text.
A logo featuring the text "Canine Co" with the subtitle "DOG GROOMERS" and an illustration of scissors on a teal background.
Graphic logo with the words "Country Woofs" in a playful white font on a navy blue background, decorated with a red heart and paw print above the lettering.
Logo of Hammersmith Dog Training Club featuring an illustration of a shaggy dog on a green background.
Logo featuring the text "Ellie's Dog Behaviour Vault" with paw prints on a pink background.
Colorful text reading "Collie Encounters" with flower silhouettes on a beige background
A variety of hand-drawn style icons including animals, plants, celestial bodies, and symbols of love and peace on a pale background.
A Border Collie dog sitting on a path covered with fallen leaves with the words "collie encounters" displayed below
Colorful text reading "Collie Encounters" with flower silhouettes on a beige background

FeelGood design that gives you oodles of confidence to go forth and slay your marketing.

By Your Side Dog Training

A logo with the text "By Your Side" in large elegant lettering, with the subtitle "DOG TRAINING COACH" in a smaller font on a golden banner below.
A grid of six squares each containing a different color and inspirational phrase with their corresponding hex codes.
Mobile Dog Training App Interface:::A smartphone screen displaying the interface of 'By Your Side Dog Training Coach' app with navigation and social interaction options.
Assorted business cards for "By Your Side Dog Training Coach" scattered on a floral pattern background.
A graphic of two hands forming a hug above the word "HUG" in bold yellow letters on a beige background.
White t-shirt with "By Your Side Dog Training Coach" text and paw print graphics on a patterned background.

Country Woofs

A happy Border Collie on a bed with the logo "Country Woofs" and a rustic home background.
A golden retriever dog lying on a couch with a tennis ball, next to the text "COUNTRY WOOFS" with a heart above the I in WOOFS.
Two business cards for 'Super Hounds' featuring contact information and logos on a pastel background.
Flyer for Super Hounds dog training featuring services offered and contact information with images of a happy dog and a training session.

Do you do logos?

Absolutley! They come as part of both FeelGood packages.

If you need a whole new look then I can do that for you.

If your logo is a bit tired and needs a refresh that’s fine.

If you are happy with your logo but need me to create a colour palette for you to move forwards with I can do that too.

All graphic design work is created in the usual WUF style. It’s clean and modern utilising strong fonts and graphic elements.

One of my superpowers is to reach deep inside the creative side of my brain, and with a look at your socials and a design styles call with you, intuitively understand who you are and what you do.

I then take all of this information and use it to truly represent you and your pet business. Through the power of colour and design, we nail your business and communicate it with thoughtfully and considered branding.

The result?

A logo and brand that feels absolutely like you and more. That makes you feel ready to take on the world and nail every. single. day.

grab a cup of tea

It's a full hour of brand goodness in this free webinar!

Originally delivered to a group of dog pros and recorded for posterity, I'm happy to share it with you.

In this webinar, I talk about:

💡 Where we are in pet business-land for 2025
🎨 The difference between a brand and a business
📢 What is strategy and identity brand-wise?
🎯 A real-life example of how to brand an 'I appeal to everyone' business
✍️Take action with brand questions for you to think about

So, settle in and enjoy.

Email marketing branding webinar
A fluffy Pomeranian wrapped in a towel sitting next to the Canine Co Dog Groomers logo on a blue background.

Everything you need to move forwards and slay your marketing!

All formats of everything so your brand ID looks fantastic whether it’s on a business card or the side of a van

Brand boards, brand guidelines, colours, photography, icons – everything you need to launch with confidence.

Custom icons, icons logos and patterns give you everything you need for a cohesive look across the board.
Social media headers, graphics and more.
A promotional display featuring a large poster and business cards for "Just for Paws" dog training and behaviour services, with two dogs and text detailing the offered classes and contact information.
A stack of brochures on a blue background promoting a Dog Grooming Business Course, with images of groomed dogs and course details.
Six separate hand-drawn images including a tree with green leaves, a cartoon dog with a large floppy ear, a five-pointed star surrounded by smaller stars, stylized ocean waves, a sun with radiating beams, and a speech bubble with striped outline all on a pale yellow background.
Two business cards for Just for Paws dog training and behaviour expert on a purple background.

i see you

Looking for some hot design tricks 🔥

75% OF USERS JUDGE A COMPANY’S CREDIBILITY BASED ON ITS WEBSITE DESIGN.

Spending hours poring over your DIY website design but it still feels a bit meh?

Grab my free guide packed with pro-level design secrets that will help up-level your design to look polished and professional.

Think colours, font magic, white space that works… all wrapped up in a bite-sized, easy-to-action PDF.

👉 Download your free copy now and start levelling up your web design today.

Email marketing design tricks

APDT UK

The APDT booked in for a full website design project with logo and brand colours refresh.

Below are some of the examples created. They weren’t sure whether to stick with their original dog and person head, or go for something entirely new so I gave a few to choose from.

Ultimately it was decided that to move away from their existing, and very recognisable head of a dog and person would be a step too far and so chose a refresh of that (number four below).

Canine Co Dog Groomers

I originally made a website for Kate and her dog grooming salon back in 2020. Kate closed the business for a short while and came back to me at the end of 2022 with big plans!

Within these plans was a whole new website and a logo refresh as well.

We’ve kept her original teal colour as it’s all over everything, but everything else is fresh and new.

I’ll now be using Kate’s elevated look across her new website for brand consistency.

2024 – we have now created a sub brand for Kate’s new academy,

Logo of Canine Co Academy featuring stylized text and a graduation cap.

Groom Groom

For Carolina I created a whole brand using sourced graphics as a jumping off point. With font, colour choices and a whole new logo this then involved into the graphics for her mobile dog grooming van wrap as well.

Gillsmans Grooming

Nikki is a current client with a website for her salon Gillsmans Grooming. She came to me for a logo for her new puppy service Pupstarz to use on the website and also on her printed promotional material.

We chose to keep Nikki’s teal colour for consistency and chose a font style that was in keeping with the current design style.

The gold stars finish the logo with a hint of puppy fun and pizzazz!

2024 – Nikki returned for a new logo for the Academy part of her business which she felt to take it forwards, needed it’s own identity. For now we have used this on the Academy page on the website, future plans are to give the Academy it’s own digital home and website.

This is a great example of how I can work with existing colours but create a whole new look for different parts of your business giving everything it’s own identity but keeping brand consistency between everything,

Logo of Hastings Grooming Academy featuring a stylized dog profile with a graduation cap within a teal circle with arrows.
Text "MORE people need to know about you" with a smiling emoji on a pink background.

Branding that means business

Whether you’re starting a new business or refreshing your current one, I’d love to hear about your project and how I can bring your brand to life.

I’m excited to work with you to create a logo that truly represents your brand’s personality and values and gives you the confidence to shout about your business from the rooftops.

Non furry branding and logos

I often get asked if I work with non pet businesses and the answer is of course a big yes.
Below are some recent examples.

A neon-lit triangle with the word "GABRIELLA" across it, set against a moody, purple-lit rocky landscape.
A young child facing the ocean at sunset with repetitive overlay text "Lilli Grace" in a stylized font.
Logo of Aspire Nordic Walking with stylized mountains in the background
Illustration of animated coffee pot and milk carton as 'Cosy Cup' mascots, surrounded by coffee beans on a pink background.