View Project
Life360 Pet GPS Launch
Launching a new product category for Life360 across photography, video, packaging, retail, e-commerce, lifecycle marketing, and go-to-market creative.
- Life360
- Creative Director
- 2025
- Creative Direction, Photography, Video, Packaging, Retail, E-commerce, Lifecycle Marketing, Go-to-Market
Back to all work
The story at a glance
- Creative Director
- Introduce a completely new hardware product under an existing trusted brand while competing against established pet technology brands on retail shelves.
- Rather than leaning into familiar pet-tech aesthetics, we grounded the launch in Life360's existing brand language—warm, human, and safety-first. The challenge wasn't simply introducing a pet tracker. It was extending an established brand into physical hardware while making pets feel like another member of the family. The emotional foundation of the campaign centered around bringing your favorite people, pets, and things together inside one trusted experience.
- Sold out during the initial member launch within the first few weeks. More than 10,000 new pet profiles were created shortly after launch. Successfully introduced Life360's first physical hardware product while extending the brand into an entirely new product category.
Life360 expanded beyond its family safety platform by introducing its first dedicated hardware product for pets. The launch required extending an established digital brand into an entirely new physical category while creating a cohesive experience across packaging, photography, retail, digital, and lifecycle marketing.
Life360 was expanding beyond its family safety platform into physical hardware for the first time by entering the competitive pet technology category.
Introduce a completely new hardware product under an existing trusted brand while competing against established pet technology brands on retail shelves.
Launch a credible, shelf-ready product supported by packaging, photography, retail assets, digital marketing, and lifecycle communications that felt unmistakably Life360. The emotional goal was encouraging members to add their favorite furry family member to their Life360 Circle and see the people, pets, and things they care about together in one place.
Creative Direction
Photography Direction
Video Direction
Packaging
Retail
Go-to-Market
Lifecycle Marketing
Cross-functional Leadership
Creative Reviews
Creative Direction imagery
Rather than leaning into familiar pet-tech aesthetics, we grounded the launch in Life360's existing brand language—warm, human, and safety-first. The challenge wasn't simply introducing a pet tracker. It was extending an established brand into physical hardware while making pets feel like another member of the family. The emotional foundation of the campaign centered around bringing your favorite people, pets, and things together inside one trusted experience.
Photography imagery
Photography needed to feel optimistic, warm, and trustworthy—unmistakably Life360—spanning clean studio product shots and lifestyle imagery of real pets in real family moments, with behind-the-scenes footage capturing the same warmth on set.
Packaging imagery
Packaging carried the weight of introducing Life360's first piece of hardware. It needed shelf presence strong enough to compete with established pet tech brands, while staying immediately recognizable as a physical extension of the Life360 brand customers already trusted.
Retail + Go-to-Market imagery
Retail, digital, email, lifecycle, social, and the product detail page were built as one connected launch system rather than separate deliverables, so a customer's experience stayed consistent whether they discovered the product on a shelf or through a lifecycle email.
Sold out during the initial member launch within the first few weeks.
More than 10,000 new pet profiles were created shortly after launch.
Successfully introduced Life360's first physical hardware product while extending the brand into an entirely new product category.
What made this launch work wasn't inventing a new brand for pets—it was trusting that Life360's existing voice, translated with care, was enough. The hardest balance was emotional: this needed to feel like a heartfelt extension of the Life360 Circle, not just a credible piece of consumer electronics. Holding both of those at once, without letting either one win, was the real creative direction challenge.