Dogsbuddy is a new dog care service in SE London, providing dog walking and dog boarding services. Our brief was to represent the health and happiness of the pets that the service puts at its heart. Our idea was to communicate the happiness of a dog in the most instantly recognisable form, a waggly tail. Tim Flach provided moving images for the website and still images for a set of postcards, which feature wagging tails from a diverse collection of dogs. The business was launched in February 2013 and achieved its first year target within five months.