Fi sets dogs free.*

Rather than a means of control, Fi is a smart collar that gives an owner the peace of mind to let their dog be more free, act more wild, and wander a bit further. Fi's branding expresses the company's belief that dogs should live up to their full natural athleticism, with a key graphic, the scribble, that evokes both the rambunctious energy of a dog and the device's tracking visualized of dog's free, meandering path. The branding helped Fi sell out within a few months of release, and quickly secure an additional round of funding. This project was featured on Creative Boom.