PrettyLitter
Visual Identity
Strategic Positioning
Digital Presence
Art Direction
Integrated Campaigns
Ethical Frameworks
PrettyLitter
Visual Identity
Strategic Positioning
Digital Presence
Art Direction
Integrated Campaigns
Ethical Frameworks
PrettyLitter
Visual Identity
Strategic Positioning
Digital Presence
Art Direction
Integrated Campaigns
Ethical Frameworks
Introduction
PrettyLitter arrived as a product with a genuinely transformative idea and a visual identity that had not yet caught up to it. The litter changes color to signal potential health issues in cats, catching conditions early that might otherwise go unnoticed. For anyone who has loved and lost a pet, that is not a feature. That is a lifeline.
The work here spans five years of building, rebuilding, and stewarding a brand from its earliest inconsistencies into one of the most recognized names in cat care, through rapid growth, a landmark acquisition, and a creative scope that touched every consumer touchpoint the brand had.
Digital Presence
The digital ecosystem at PrettyLitter demanded more than a consistent aesthetic. It required a fully realized atomic brand system: a modular, scalable design infrastructure that could flex across the website, digital advertising, email, OOH, and every surface in between without losing coherence.
Custom checkout flows and user portals were designed with the same humane design principles that governed the broader brand, no dark patterns, no deceptive UX, no friction manufactured to manipulate. The goal was a digital experience that felt as considered and trustworthy as the product itself, one that respected the intelligence of the consumer at every step and set a standard for how a responsible DTC brand should show up online.
Strategic Positioning
The positioning for PrettyLitter is deceptively simple: not just a pretty litter. The product is visually striking, a crystal-based litter that looks unlike anything else in the category. But looks are the least interesting thing about it. Developed in partnership with an agency partner adam&eveDDB, the positioning was built to reframe the product entirely: every premium touchpoint, every price point justification, every campaign territory was anchored in the idea that there is significantly more here than meets the eye.
The brand was then repositioned from performance-first to brand-led, a shift that broadened recognition well beyond the DTC core and helped crystalize PrettyLitter's place as a top-performing cat care brand at retailers including Target and Walmart. That visibility, and the brand foundations beneath it, did not go unnoticed.
Strategic Positioning
The positioning for PrettyLitter is deceptively simple: not just a pretty litter. The product is visually striking, a crystal-based litter that looks unlike anything else in the category. But looks are the least interesting thing about it. Developed in partnership with an agency partner adam&eveDDB, the positioning was built to reframe the product entirely: every premium touchpoint, every price point justification, every campaign territory was anchored in the idea that there is significantly more here than meets the eye.
The brand was then repositioned from performance-first to brand-led, a shift that broadened recognition well beyond the DTC core and helped crystalize PrettyLitter's place as a top-performing cat care brand at retailers including Target and Walmart. That visibility, and the brand foundations beneath it, did not go unnoticed.
Strategic Positioning
The positioning for PrettyLitter is deceptively simple: not just a pretty litter. The product is visually striking, a crystal-based litter that looks unlike anything else in the category. But looks are the least interesting thing about it. Developed in partnership with an agency partner adam&eveDDB, the positioning was built to reframe the product entirely: every premium touchpoint, every price point justification, every campaign territory was anchored in the idea that there is significantly more here than meets the eye.
The brand was then repositioned from performance-first to brand-led, a shift that broadened recognition well beyond the DTC core and helped crystalize PrettyLitter's place as a top-performing cat care brand at retailers including Target and Walmart. That visibility, and the brand foundations beneath it, did not go unnoticed.
Visual Identity
The brand that existed on arrival was highly innovative, yet visually inconsistent. The rebuild began immediately and continued to evolve across five years of product launches, campaign expansions, and retail entry. The design language that emerged is minimal, purposeful, and deliberately restrained, built to let imagery, product, and art direction carry the visual weight rather than compete with it.
Color, type, and grid systems were developed not just for the moment but as a scalable foundation, one designed to maintain legibility and accessibility as the brand grew into new formats, channels, and audiences.
Art Direction
The visual world built for PrettyLitter is rich with color, energy, and a particular kind of whimsy that never tips into cutesy. Partnering with film production studios and skilled creative collaborators, every shoot, spot, and campaign was directed to feel cohesive with the broader brand while bringing something distinct to the screen.
The Martha Stewart partnership generated significant press recognition. The "Not Just A Pretty Litter" campaign created with Raindrop earned attention across the advertising industry. TV spots produced during this period continue to run. Across all of it, the intention was the same: to make cat care feel as considered, joyful, and worthy of craft as any other category.
Conclusion
PrettyLitter is the project that shaped what it means to carry a brand. Not just to design for it, but to advocate for it, build systems that outlast any single campaign, and hold the line on standards that shareholders do not always see the value of until they do.
The work mattered because the product mattered, and the product mattered because cats matter, and the people who love them deserve a brand that takes that seriously. That is the standard the work was held to, every time.
Digital Presence
The digital ecosystem at PrettyLitter demanded more than a consistent aesthetic. It required a fully realized atomic brand system: a modular, scalable design infrastructure that could flex across the website, digital advertising, email, OOH, and every surface in between without losing coherence.
Custom checkout flows and user portals were designed with the same humane design principles that governed the broader brand, no dark patterns, no deceptive UX, no friction manufactured to manipulate. The goal was a digital experience that felt as considered and trustworthy as the product itself, one that respected the intelligence of the consumer at every step and set a standard for how a responsible DTC brand should show up online.
Digital Presence
The digital ecosystem at PrettyLitter demanded more than a consistent aesthetic. It required a fully realized atomic brand system: a modular, scalable design infrastructure that could flex across the website, digital advertising, email, OOH, and every surface in between without losing coherence.
Custom checkout flows and user portals were designed with the same humane design principles that governed the broader brand, no dark patterns, no deceptive UX, no friction manufactured to manipulate. The goal was a digital experience that felt as considered and trustworthy as the product itself, one that respected the intelligence of the consumer at every step and set a standard for how a responsible DTC brand should show up online.
Conclusion
PrettyLitter is the project that shaped what it means to carry a brand. Not just to design for it, but to advocate for it, build systems that outlast any single campaign, and hold the line on standards that shareholders do not always see the value of until they do.
The work mattered because the product mattered, and the product mattered because cats matter, and the people who love them deserve a brand that takes that seriously. That is the standard the work was held to, every time.
[Case Studies]
Visual Identity
The brand that existed on arrival was highly innovative, yet visually inconsistent. The rebuild began immediately and continued to evolve across five years of product launches, campaign expansions, and retail entry. The design language that emerged is minimal, purposeful, and deliberately restrained, built to let imagery, product, and art direction carry the visual weight rather than compete with it.
Color, type, and grid systems were developed not just for the moment but as a scalable foundation, one designed to maintain legibility and accessibility as the brand grew into new formats, channels, and audiences.
Visual Identity
The brand that existed on arrival was highly innovative, yet visually inconsistent. The rebuild began immediately and continued to evolve across five years of product launches, campaign expansions, and retail entry. The design language that emerged is minimal, purposeful, and deliberately restrained, built to let imagery, product, and art direction carry the visual weight rather than compete with it.
Color, type, and grid systems were developed not just for the moment but as a scalable foundation, one designed to maintain legibility and accessibility as the brand grew into new formats, channels, and audiences.
Art Direction
The visual world built for PrettyLitter is rich with color, energy, and a particular kind of whimsy that never tips into cutesy. Partnering with film production studios and skilled creative collaborators, every shoot, spot, and campaign was directed to feel cohesive with the broader brand while bringing something distinct to the screen.
The Martha Stewart partnership generated significant press recognition. The "Not Just A Pretty Litter" campaign created with Raindrop earned attention across the advertising industry. TV spots produced during this period continue to run. Across all of it, the intention was the same: to make cat care feel as considered, joyful, and worthy of craft as any other category.
Conclusion
PrettyLitter is the project that shaped what it means to carry a brand. Not just to design for it, but to advocate for it, build systems that outlast any single campaign, and hold the line on standards that shareholders do not always see the value of until they do.
The work mattered because the product mattered, and the product mattered because cats matter, and the people who love them deserve a brand that takes that seriously. That is the standard the work was held to, every time.
[Case Studies]
Art Direction
The visual world built for PrettyLitter is rich with color, energy, and a particular kind of whimsy that never tips into cutesy. Partnering with film production studios and skilled creative collaborators, every shoot, spot, and campaign was directed to feel cohesive with the broader brand while bringing something distinct to the screen.
The Martha Stewart partnership generated significant press recognition. The "Not Just A Pretty Litter" campaign created with Raindrop earned attention across the advertising industry. TV spots produced during this period continue to run. Across all of it, the intention was the same: to make cat care feel as considered, joyful, and worthy of craft as any other category.
cul de sac
Visual Identity
Strategic Positioning
Naming and Architecture
Art Direction
Ethical Frameworks
cul de sac
Visual Identity
Strategic Positioning
Naming and Architecture
Art Direction
Ethical Frameworks
cul de sac
Visual Identity
Strategic Positioning
Naming and Architecture
Art Direction
Ethical Frameworks
tinygarden
Visual Identity
Strategic Positioning
Naming and Architecture
Art Direction
Ethical Frameworks
tinygarden
Visual Identity
Strategic Positioning
Naming and Architecture
Art Direction
Ethical Frameworks
tinygarden
Visual Identity
Strategic Positioning
Naming and Architecture
Art Direction
Ethical Frameworks
Cubicle™ designs [humane brands for inhumane times]
Independent by choice.
Ethical by design.
© 2026 Cubicle™
Legal
Cubicle™ designs [humane brands for inhumane times]
Independent by choice.
Ethical by design.
© 2026 Cubicle™
Cubicle™ designs [humane brands for inhumane times]
Independent by choice.
Ethical by design.
© 2026 Cubicle™
Introduction
PrettyLitter arrived as a product with a genuinely transformative idea and a visual identity that had not yet caught up to it. The litter changes color to signal potential health issues in cats, catching conditions early that might otherwise go unnoticed. For anyone who has loved and lost a pet, that is not a feature. That is a lifeline.
The work here spans five years of building, rebuilding, and stewarding a brand from its earliest inconsistencies into one of the most recognized names in cat care, through rapid growth, a landmark acquisition, and a creative scope that touched every consumer touchpoint the brand had.
Introduction
PrettyLitter arrived as a product with a genuinely transformative idea and a visual identity that had not yet caught up to it. The litter changes color to signal potential health issues in cats, catching conditions early that might otherwise go unnoticed. For anyone who has loved and lost a pet, that is not a feature. That is a lifeline.
The work here spans five years of building, rebuilding, and stewarding a brand from its earliest inconsistencies into one of the most recognized names in cat care, through rapid growth, a landmark acquisition, and a creative scope that touched every consumer touchpoint the brand had.
Introduction
PrettyLitter arrived as a product with a genuinely transformative idea and a visual identity that had not yet caught up to it. The litter changes color to signal potential health issues in cats, catching conditions early that might otherwise go unnoticed. For anyone who has loved and lost a pet, that is not a feature. That is a lifeline.
The work here spans five years of building, rebuilding, and stewarding a brand from its earliest inconsistencies into one of the most recognized names in cat care, through rapid growth, a landmark acquisition, and a creative scope that touched every consumer touchpoint the brand had.