: )  Welcome
I’m Siyi Wu, a cultural project strategist and visual designer based in New York & Suzhou. I committed to using storytelling to activate heritage, education, and community engagement.


Current Focus
Cultural Sustainability   
Community Engagement  
Communication
Visual Identity 
Editorial Design
Projects Archive
Cultural Projects
Graphic Design

More About Me
C.V.
Instagram
Email

EN
EcoPaws
a brand campaign exploring customization and sustainability in the booming pet economy.
 Project Description
EcoPaws is a sustainable pet accessory brand positioned through an integrated marketing strategy that combines green consumption values with emotional bonds between pets and owners. Using consumer research, content-driven promotion, social storytelling, and offline engagement, the project shows how pet brands can align with sustainability while building loyal communities.

Time Period
Nov. 2024 – Dec. 2024

Focused Area
New York / Online Consumer Market (U.S.)

Unique Selling Points
Sustainability / Modular Design / Customization

01.
MARKET ANALYSIsPet Care Market

Growing Market
  • U.S. pet accessories market is projected to grow from $72.5B (2023) to $116.2B (2030).
Pet Humanization
  • 66% of U.S. households own pets, treating them like family.
Sustainability Focus
  • 70% of pet owners prefer eco-friendly products.
Celebratory Spending
  • 44% of dog owners buy pet birthday gifts.
E-Commerce Growth
  • Digital shopping and brand loyalty drive younger consumers.

Market Competition & EcoPaw’s Edge
Market Competitors
  • Boutique Brands
    • Quality focus, limited personalization.
  • Petco
    • Mass-produced, low customization.
  • Etsy Artisans
    • Customizable, but lack scalability.
EcoPaws’ Competitive Advantage
  • Sustainability: Recycled materials, circular economy model.
  • Customization: Up cycling personal jewelry into unique pet accessories.
  • Transparency: Ethical sourcing builds consumer trust.
Potential Risks
  • High competition in eco-friendly space.
  • Niche appeal might limit mass-market reach.

Customer Preferences  (2024)
Purchasing Channels
  • 57% use omni-channel (in-store+online).
    • Digital platforms like TikTok and Instagram are crucial for brand discovery.
    Consumer Spending Trends
    • $136B+ annual pet industry spending in the U.S.
    • Emotional connection drives purchases: pets seen as family.
    Key Insights
    • Environmental & Ethical Awareness
      • 70% prioritize eco-friendly, cruelty-free products.
      • Materials: Recycled metals, vegan leather, up cycled materials.
    • Aesthetic Appeal
      • Trends: Minimalist, boho, geometric styles.
    • Durability & Quality
      • Materials: Stainless steel, bamboo, organic cotton.
      • Must withstand daily wear, chewing, and play.
    02.
    Brand Positioning & Strategy    Brand Positioning
    Mission
    • To redefine pet accessories as sustainable, emotional artifacts that strengthen the bond between pets and their humans.
    Vision
    • EcoPaws provides high-quality, eco-conscious jewelry and accessories for pets, combining ethical design, customization, and environmental responsibility.
    Value
    • Sustainability
      • Uses recycled metals, natural fibers, and up cycled materials to reduce environmental impact and support circular design.Craftsmanship.
    • Craftsmanship
      • Each piece is carefully handmade to ensure durability, safety, and artisanal quality.
    • Customization
      • Allows pet owners to up cycle personal jewelry, creating unique and emotionally meaningful items.
    • Transparency
      • Practices ethical sourcing and shares clear, honest information about all materials and processes.

    Target Audiences & Marketing Strategy
    1. For Targeting_

    Pricing
    • Standard Accessories ($20–$60)
      • Affordable, durable products.
      • Made from recycled metals and organic cotton.
      • Appeals to budget-conscious, eco-aware pet owners.
    • Personalized Jewelry ($100–$180)
      • Customizable designs with up cycled materials.
      • Ideal for meaningful, sustainable gifts.
    • Premium Custom Pieces ($180+)
      • GRS-certified metals and customer-supplied jewelry.
      • Targets premium buyers seeking exclusivity.
    Process_Transparency and Sustainability
    • User-Friendly Online Store
      • Detailed product information and certifications (e.g., Cradle to Cradle, OEKO-TEX®).
    • “Return and Remake” Program
      • Customers send unused jewelry for transformation into pet accessories.
      • Reduces waste and fosters emotional connection.
    • Storytelling Approach
      • Video tours and social media posts show the up-cycling process.
    • Sales Channels
      • Primary: Online store.
      • Secondary: Eco-friendly pop-ups, exhibitions, and sustainable pet store collaborations.
    Promotion/Tactics_Inspiring Sustainability
    • Social Media Ads
      • Platforms: Instagram, YouTube.
      • Focus: Up-cycling transformations and testimonials.
    • Video Campaigns
      • Highlights: Up-cycling process and eco-conscious customer stories.
    • “EcoPaws Green Club” Loyalty Program
      • Rewards for participating in sustainable practices (e.g., “Return and Remake” program).
    • Special Events & Campaigns
      • Celebrate Earth Day with discounts.
      • Host workshops and exhibitions to showcase product value.

    2. For Targeting_

    Pricing
    • Accessible Pricing
      • Mid-range pricing for stylish, customizable accessories.
      • Tiered customization options for premium personal touches.
    • Bundled Discounts
      • Discounted “birthday bundles” with collars, charms, and toys.
    • Seasonal Promotions
      • Limited-time offers during holidays and pet-centric seasons.
    • Loyalty Points
      • EcoPaws rewards repeat buyers with points for discounts, exclusive items, or free gifts.
    Process_Seamless & Personalized Shopping
    • Advanced Customization Tools
      • Tailor purchases with engravings and color selections to fit popular themes.
    • Transparency Through Storytelling
      • Behind-the-scenes videos on sustainable practices and craftsmanship.
    • Strong E-commerce Presence
      • Platforms: TikTok and Instagram for engaging and straightforward purchasing.
    • Pop-up Store Collaborations
      • Trendy locations in college towns and urban centers for direct audience connection.
    Promotion/Tactics_Sustainable  Engagement
    • Social Media Ads
      • #EcoPawsPetParty TikTok challenge: Pet owners share creative entries to win prizes.Instagram polls and Stories: Followers vote on new charm designs.
    • Targeted Ads
      • Highlight seasonal collections and customization options.
      • Emphasize sustainability to resonate with Gen Z values.
    • Influencer Collaboration
      • TikTok and Instagram influencers showcase EcoPaws in celebrations and unboxing videos.
    • Seasonal Promotions
      • Limited-edition collections for holidays (Valentine’s Day, Christmas).
      • Gift bundles for pet milestones.
     03.
    Evaluation Method