moonpaws
The pet astrology app for pups (and their humans)
Role: Head of Brand Design
I led the design and launch of moonpaws, a pet astrology app built to deepen the relationship between people and their dogs through personalized, behavioral, and astrological insight.
As Head of Product, I owned the experience end-to-end, shaping the brand, product system, and go-to-market strategy from zero to launch. The work spanned digital and physical—building not just an app, but a cohesive ecosystem of physical products, social assets, and collateral that drove new customer acquisition as well as partnerships with brands, affiliates, and event teams to expand our reach.
Available on the Apple App Store and Google Play
Approach
The pet category is saturated with utility—feeding schedules, vet records—but almost nothing that speaks to the emotional layer of pet parenting. moonpaws was positioned to fill that gap. We treated the app less like a feature set and more like a system of rituals.
The core idea was simple: if people check in with themselves daily, why not with their dog? From that, we built a product that encourages lightweight, repeat interactions.
The design needed to hold two tones at once. It had to feel magical, playful, and emotionally resonant but it needed enough structure and clarity to be taken seriously as a tool. That tension drove everything—from UX flows to visual language to how content was written and surfaced.
I led UX and product direction, defining the core loops and interaction model. The experience centers around daily and weekly rituals:
Generating personalized horoscopes and insights
Unlocking rewards; 42 Oracle Cards
Daily Pet Parent Self-Care and Bonding activities
I translated early wireframes into a structured Figma system, cleaned and re-architected design files, and worked closely with engineering through weekly stand-ups and async discord channels to ship the product.
Post-launch, I led QA and UX refinement for V2 of the app, tightening flows, animations, and developing a roadmap for priority features.
Brand & Identity
The identity leans into cosmic symbolism without going overly mystical—grounded enough to feel usable, expressive enough to feel alive. I developed the visual system across app, web, partnerships, and social, ensuring consistency across everything from micro-interactions to campaign assets.
UI creative direction across the app
Web design & Instagram brand system with seasonal evolutions
Animated launch trailer & Digital ad concepts
Physical Products
A key part of the strategy was making moonpaws tangible.
I led the creative direction and production of Orbit’s Oracle Deck, a 42-card system that ties directly into the app experience. Each card unlocks digital content, bridging physical and digital interaction.
I directed the artists, designed the box and booklet, and oversaw production QA to ensure quality matched the brand.
The goal wasn’t merch for the sake of merch—it was extending the product into the real world in a way that reinforces the core idea of connection.
To accompany the deck, I designed and laid out a 64-page booklet, structuring the content to move between instruction and reflection while maintaining a clear visual rhythm. I established the typographic system, pacing, and hierarchy, ensuring the booklet felt both intuitive to navigate and aligned with the broader moonpaws brand.
We developed Cosmic Chews as a co-branded product in partnership with Ava’s Pet Palace, after we met exhibiting at PetCon in Los Angeles. Both teams were based in Chicago, so I facilitated a series of in-person working sessions to shape the product from concept through launch.
We positioned Cosmic Chews as a ritual object—an extension of the app’s philosophy around bonding, intention, and small daily moments—while grounding it in Ava’s core commitment to limited ingredients and nutritional integrity. The product became a balance between emotional resonance and physical care: a treat that supports your dog’s wellbeing while also reinforcing a more intentional, connected relationship.
Packaging & booster pack design
Product photography
Website experience & campaign strategy
Events & Activations
We brought moonpaws to in-person events across Los Angeles at PetCon and the Nutro Farmers Market, where dog owners received personalized astrology readings. These served as a research opportunities—pressure-testing the concept, identifying friction points, and feeding insights back into the product.
We also implemented an on-site waitlist, growing a pre-launch user base. I developed a suite of physical collateral, including printed guides, QR-driven entry points into the app, private readings, candles, and stickers.