~/projects/pipsqueak

Pipsqueak!

Pipsqueak is a direct-to-consumer custom product brand that transforms pet photos into adorable designs through an in-browser app.

Make My Pet Stickers ↗ @pipsqueak.pet ↗

✦ How it works

Upload a photo

Every design starts with your actual pet’s face. No templates, no generic clipart.

Pick a theme

The in-browser app generates the designs and shows you a free preview before you pay.

Customize and checkout

Use interactive tools to customize your sheet, then checkout through Shopify.

✦ Why it’s a business

A low AOV, high-frequency entry point into the $8B custom gifts market, built on a repeatable photo-to-product pipeline with near-automated fulfillment and no inventory risk.

The pipeline — photo in, product out: the same automated photo-to-design flow works for stickers today and any custom product tomorrow.
No inventory — everything is printed on demand. No minimums, no warehouse, no waste.
Repeat purchase — low price point and endless themes make it a gift people come back for.
Team — Gabe Kaplan & Linus Richter
Why we made it — Consumers spend billions a year putting their pets on stuff: portraits, photo mugs, custom socks, phone cases. It is a massive market and all of it has the same problems: long wait times, high prices, tedious customization process, and BORING designs. We set out to disrupt this market with the thoughtful use of generative AI. The magic of Pipsqueak is not the transformation of the pet into a cartoon — the magic is that it puts the consumer in the driver’s seat. The design process is interactive and fun, which transforms the experience from a tedious act into a creative act. With our stickers’ low price point, high emotional payoff, and endless utility, this product is our attempt to penetrate the custom pet gifts market.
Mission — My roommate and I genuinely love dogs and a percentage of revenue supports the National Disaster Search Dog Foundation.

✦ My Role

Brand & positioning — Name, voice, visual identity, the strategic wedge.
Creative direction — Static and video ad concepts, UGC systems.
Growth strategy — Two-track operating model, channel bets.
Influencer program — Creator sourcing, offers, and activations.
Paid + measurement — Meta, TikTok, and a full-funnel analytics layer.
Product — Create new sticker themes and ship app features (“isolate a sticker”).

✦ Brand Identity

Identity

Logo

Identity

Logo 2 — wordmark

#135ACC

#0EB99F

#F9B037

#7597DD

#457058

Identity

Color palette

✦ Creative Strategy Brief

Positioning

The custom category stops at resemblance. Pipsqueak’s strategic wedge is showing your dog’s personality, which differentiates the product and gives creative a consistent point of view.

Audience

The core buyer is the highly engaged pet parent who already puts her dog on everyday objects, with a strong secondary audience: millennial parents with young children and a family pet.

Channel strategy

Paid social is the lead conversion channel, supported by an always-on creator program for reach and credibility. Organic content exists to build brand personality and trust.

Creative

Production is systematized around proven formats and a re-cutting workflow that turns winning organic clips and single pieces of UGC into multiple paid variants, keeping output high without a dedicated content team.

Measurement

Cross-platform tracking with server-side events and a full funnel dashboard makes every dollar of spend diagnostic, so optimization targets the specific step that is underperforming.