The Embark Age Test was the company’s first product to estimate a dog’s calendar age using DNA methylation — an entirely new category in canine health testing. My role was to position the launch so it both captured curiosity and established trust, while building a creative testing framework that could be scaled for future products.

I led the packaging sleeve design for the Age Test, balancing alignment with the DNA suite while introducing unique cues for differentiation:

• Consumer-first choices: Softer colors, dogs with less easily identifiable breeds (for inclusivity), and “steps” displayed prominently on the front to simplify customer understanding.

• Credibility + celebration: Added an “age sticker/badge” showing the test delivers results down to the month, reinforcing accuracy while sparking delight.

• Cross-functional wins: Partnered with Product Team to A/B test sleeve concepts, Ops/Supply Chain to finalize materials, and printers to ensure production quality. This collaboration bridged a historical gap between product design and marketing.

• Established the framework for future product launches, from messaging validation to creative optimization.

• Proved Curious/Celebratory messaging was the driver of adoption, shaping long-term positioning of the Age Test.

• Developed packaging and creative assets that integrated consumer data into design, strengthening brand credibility and customer connection.