CASE STUDY — SUNDAYS FOR DOGS

Copy that sounds like a person.

Not a brand pretending to be one.

Sundays for Dogs makes human-grade dog food for people who treat their dog like family. Over 18 months I went from freelance copywriter to embedded creative partner included in weekly creative calls, contributing to strategy alongside the brief, and writing across email, paid ads, social, and packaging. When the creative team held their company offsite in New York, the creative director flew me out. I was a freelancer on paper. In practice, I was part of the team.

Copywriting ・ Email Flows ・ Campaign Copy ・ Paid Ads Copy ・ Social Copy ・ OOH Spec Copy ・ Packaging Copy

THE BRIEF

A brand refresh that needed a voice to match.

I joined as Sundays was in the middle of a full brand refresh — new email flows, new website, packaging updates. Everything was being reconsidered at once. My job was to make sure the copy felt cohesive and human across all of it. I was given the brand voice guidelines and worked closely alongside the senior designer, which meant the work was never just writing in isolation, but strategic from the start.

A MOMENT WORTH HIGHLIGHTING

The holiday email that didn’t need a discount to work.

For Father’s Day I wrote a campaign built around dog dad types. A concept that leaned into personality and play rather than a promotional offer. There was no discount or sense of urgency, just genuinely fun, interactive content that made people want to engage.

It became the top performing email of that quarter among never-purchasers. It brought in 70+ new subscribers and accounted for 30% of all new subs acquired via email campaigns that month. The lesson: speaking to, not at your audience beats a discount every time.

THE FLOW WORK

Strategy that snuck in through the copy.

When I was brought in to write the updated email flows, I didn’t just fill in the copy. I gave feedback on the brief structure itself, drawing on having built flow strategy for other brands from scratch. The creative director at the time, Adrien Gray, made space for that kind of contribution, and the work was better for it. Writing the flows meant thinking about the full customer journey: what they need to hear, when they need to hear it, and how to make it feel like a conversation instead of funnel.

The senior designer at the time, Helen Kim, and I partnered to workshop copy as it related to the design and experience of each email. During this process, we identified how we could expand (and sometimes simplify) the briefs. We presented our thinking back to the team to ensure they were on board with the evolution.