A tender
product for
hard moments.
What we made.
Parting Paws helps families memorialise pets they've lost — a product where every word, every spacing decision and every microcopy choice matters.
We led brand, product design and the build, with a careful eye on the emotional register of the entire flow. Calm, slow, generous with whitespace, never performative.
What had to be true.
The brief was to make a tool that meets people where they are. Nothing celebratory, nothing morbid — just a quiet companion for a hard moment.
Every interaction had to be forgiving. No jarring CTAs, no urgency, no scarcity, no required fields where they aren't strictly needed.
How we worked.
We wrote the microcopy first, then designed around it. The words set the pace; the layout follows.
Every form lets the user pause and come back. Nothing is irreversible. Defaults err on the side of gentle.
What shipped.
- 01A flow families return to over weeks, not minutes.
- 02Microcopy that's been quoted back to the team in support emails ('thank you for the way this is written').
- 03Zero urgency-based dark patterns anywhere in the product.
“People email us to thank us for the words on the site. That isn't something we expected. The team understood the brief in a way that's rare — they made something that meets people where they are.”
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