Petco LegUp
Concept, Design & Layout

Millions of people mark their territory every day by checking into locations on Foursquare. But until we created LegUp, dogs had no place to mark their territory except on streets, trees and sidewalks in the real world.

Petco's LegUp app gives every dog the chance to become an Alpha Dog by marking their territory on a virtual map. Owners simply "mark it" every time their dog does, and they both earn treats at local Petco stores.

Using LegUp inspires longer walks, exploring the neighborhood, and social interactions with nearby dogs. The app includes detailed stats that help owners keep track of where they walk their dogs most and how much their dog is exercising.

Copywriter: Robert Colucci


In order to promote the app, we'll create dog-sized billboards that inspire competition.


© Jeff DeGeorgia / Creative Director