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.

People often mistake the Woofy brand for a dog food or grooming service due to its name and dog-centric logo. The task was to make the telecom identity clear while keeping the dog character people already loved.

I proposed replacing the real dog photos with an illustrated, dynamic mascot with varied emotions, angles, and actions. The character has a WiFi signal tail and carries the campaign theme “Making Connections Memorable,” positioning Woofy as man's best WiFi.

Management later adopted a yellow dog motif for the logo and character design. After the proposal, I partnered with Woofy as a marketing collaborator, contributing to marketing collateral, website development, and advertising.