Pinpiri
Founder / creative director / Graphic Designer / Copywriter / photographer / social media manager
The challenge
This didn't start with a challenge. It started with an idea: bring fun back to something that had become painfully boring.
Before Pinpiri, dog tags were just metal circles with a name and a phone number. Pinpiri turned them into bold little fashion statements for dogs who don't do basic.
But building a brand from scratch meant more than a good idea. It meant figuring out — through real testing, real spending, and real iteration — what actually makes people buy.
what I built
Pinpiri is a one-person operation.
I designed the products, built the brand world, wrote all the copy, created the content, built and continuously optimised the Shopify store, and ran all paid advertising on Meta.
More importantly, I own the entire journey — from the first impression of an ad to the moment someone decides to buy.
Everything you see here was created, tested, and iterated by one person.
The performance side
Pinpiri gave me end-to-end visibility that agency roles rarely offer.
Beyond concept and campaign work, it reinforced that creative impact doesn’t stop at the ad — it’s shaped across the entire journey, from first impression through to conversion.
I treat the entire funnel as a creative problem - not just the ad, but everything that follows it.
On Meta, I developed and tested multiple variations across hooks, formats, and messaging angles - quickly moving away from what simply looked good toward what actually converted.
The biggest shift was realising that the best-performing ads weren’t always the most polished. Clarity, immediacy, and emotional relevance consistently outperformed aesthetics.
On the website, I iterated continuously - testing headlines, restructuring layouts, swapping imagery, and refining CTA placement. Each change was driven by performance data, not instinct.
The current site is the result of ongoing iteration. It looks nothing like the version I launched with.
How I work
Rather than relying on one-off ideas, I built a simple, consistent testing system across both ads and landing experience.
On Meta, I test multiple variables at once — different visual approaches (product-led, lifestyle, more raw/UGC-style), messaging angles, and copy variations, including whether audiences respond better to offers or not.
Because all content is created by me, what I test is directly shaped by what I can make — from photography through to final assets — which keeps the process fast and tightly controlled.
On the landing page, I iterate continuously — testing copy, visual direction, hierarchy, product structure, and bundles — refining the experience based on what actually improves conversion.
Everything is treated as a variable, and improved over time.
I use AI (ChatGPT, Claude) as a thinking partner throughout — to generate and pressure-test ideas, explore copy directions, and accelerate iteration. It allows me to test more, faster, and without overcommitting to a single “perfect” solution.
What this proved
That brand and performance aren’t separate disciplines.
The same principles that make a campaign land - clarity, relevance, a strong point of view - are the ones that make people convert.
Building Pinpiri gave me something most roles don’t: full visibility over the entire system, and the ability to shape it end to end.
