SMDC’s Woofy WiFi
Woofy is a prepaid WiFi broadband service owned by Henry Sy Jr. and led by President Rene Dos Remedios, who also spearheaded Smart Bro Broadband. When asked to pitch a branding strategy, I discovered that their current branding was causing confusion—many people mistakenly assumed Woofy was a dog food brand due to the name and the use of a real dog as their mascot. There’s more to the story behind their logo and name, but the key issue remains: how to address the misidentification without losing the beloved dog presence. I need to make changes that clarify their identity while still honoring the original concept.
Challenges
People often mistake the Woofy brand for a dog food or grooming service due to its name and dog-centric logo. Although the name “Woofy” is a playful nod to WiFi, the use of real dog images leads to confusion about its true identity as a telecom and WiFi broadband provider. The client wishes to retain the beloved dog character, logo, and presence while addressing these misconceptions and reinforcing their role in the telecommunications space.
Old Brand
Solution
I developed a strategy to eliminate real dog photos, which were causing confusion. Instead, I transformed their dog logo into a dynamic mascot exhibiting varied emotions, angles, and actions. This friendly, family-centric character—with a WiFi signal tail—embodies Woofy’s broadband service and serves as a memorable symbol across all marketing materials.
The approach forges a stronger customer connection, with the dog character becoming the face of Woofy. This culminated in the “Making Connections Memorable” campaign, highlighting that Woofy offers not just high-speed surfing but also meaningful, lasting bonds—truly making Woofy man’s best WiFi.
New Brand
Illustrated Dog Character
Animated Dog Character
(Over the years, management decided to adopt a yellow dog motif, so their current logo and character now feature a yellow dog.)
Following the proposal of this strategy, I partnered with Woofy as a marketing collaborator. Since then, I have contributed to their marketing collateral, website development, and advertising efforts.
Mock-Ups/Designs
Actual Output
