Fi Mini marked a major brand shift—expanding Fi from a single product to a multi-SKU platform. Designed for small dogs and cats, it introduced a new audience and a more flexible brand identity.

We built the launch around “Make Any Collar a Super Collar”—leading naming, packaging, and a fully integrated campaign across video, photo, retail, influencer, and DTC. The result: a sellout launch and a defining moment for the Fi brand.

Role: Creative Director