What started as a fun side project quickly snowballed (pun intended) into a full-blown content brand when I introduced Ryder the Samoyed to social media. Leveraging my 30 years of experience in user experience and content strategy, I approached Ryder’s presence as I would any product: with intention, personality, and a deep understanding of how people engage with stories online.
The Strategy: Story First, Always
From day one, I built Ryder’s digital presence around a consistent, charming narrative—equal parts cheeky and wholesome. Ryder became more than just a cute dog on the internet; he became a character people looked forward to seeing in their feed. His “voice” was quick-witted and current, always ready with a hot take on the latest meme or viral trend. I leaned heavily into cultural relevance, writing captions that balanced humor, empathy, and internet-savviness, often outpacing trends for better engagement.
Real-World Fame: The Canadian Pet Expo
Ryder’s popularity wasn’t limited to pixels. He became a celebrity pet at the Canadian Pet Expo, where we hosted a themed booth that changed each year—from Christmas lodge vibes to a parody of the Zach Galifinakis sketch ‘Between Two Ferns’ (which became ‘Between Two Furs’). Fans and new visitors would come up for a chance to meet, pet, and take photos with him. It was a service design dream: an interactive, in-person “brand” experience where we could watch the emotional connection happen in real time. Ryder handled it like a pro, and the booth became a high-traffic highlight of the event.
Brand Collabs & Monetization
As Ryder’s social presence gained momentum, so did opportunities to collaborate with brands that aligned with our aesthetic and values. I was selective about the partnerships, focusing on authenticity, storytelling, visual quality, and audience relevance. Each collaboration was crafted to feel native to Ryder’s world, not just a sponsored interruption.
Some highlights:
- Dyson (View Case Study)
To promote their pet-hair-friendly vacuum technology, we developed two unique Instagram Reels that spoke directly to the pain points of owning a furry breed like a Samoyed. The content was smart, clean, and funny—framed from the perspective of a Samoyed owner constantly fighting the “snowdrift” of shedding. The reels balanced visual storytelling with practical brand messaging, delivering high engagement and reinforcing Dyson’s relevance to pet owners. - Onlia Insurance (View Case Study)
Onlia’s branding features a soft cloud motif, which made Ryder—fluffy, white, and cloudlike himself—a perfect match. This synergy led to a multi-channel campaign that included two national TV commercials, an auto show activation, and supporting Instagram content in the form of influencer stories and posts. I worked with the agency to concept content that would allow Ryder to feel like a natural extension of their brand identity, not a gimmick. - Cookie Pal
As a Canadian pet treat brand entering the market, Cookie Pal needed content that looked premium, felt authentic, and resonated with discerning pet parents. I produced a high-quality photo shoot of Ryder enjoying their treats—natural lighting, crisp composition, and Ryder’s expressive charm on full display. The brand called it “some of the best-executed content” they’d received, and the assets were used across their digital platforms and retail promotions.
Merch, Cameo, and the Ecosystem Around Ryder
With audience demand growing, I designed and launched Ryder-themed merchandise. This wasn't an afterthought—this was a full product experience. I brought in my UX background to design user flows for the shop that converted well, and every piece of merch, from apparel to mugs, was brand-aligned and playfully on-point.
I also set Ryder up on Cameo, turning personalized video shout-outs into another income stream. Fans loved getting custom Ryder greetings, and I loved scripting them in Ryder’s signature voice—each one clever, warm, and a little ridiculous (in the best way).
Visual Craftsmanship: Photography That Pops
Having a background in photography gave me a leg up in producing high-quality, scroll-stopping visuals. Every post was shot, edited, and curated with a photographer’s eye—crisp, expressive, and deeply on-brand. I treated each photo as a visual extension of Ryder’s story, often pairing them with content that was equal parts smart and silly.
Results
- Built a loyal, engaged following with high interaction rates
- Secured brand deals that were not only profitable but elevated Ryder’s profile
- Designed and launched Ryder-branded merchandise with successful sell-through, including a popular photo calendar
- Expanded into video content and monetization via Cameo
- Created a sustainable content ecosystem around a single character, all rooted in strategic storytelling, quality design, and a healthy dose of internet wit
Takeaway
This project was a masterclass in building a micro-brand from scratch using the full stack of UX, storytelling, visual design, and cultural fluency. Ryder might just be a fluffy white dog, but his brand? It’s sharp, lovable, and thriving.
