Palms & Paws started in 2019 as a veterinary medical and surgical center in Santa Monica, founded by two veterinarians just down the street from the Santa Monica Animal Shelter. It has since grown into a whole ecosystem with a foundation, real estate, media, and a leadership program, all built on one belief: animals make us better humans.

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Greta Rose Agency created the brand book, and I built the digital home from the ground up on WordPress and WooCommerce. I handled the design, the front-end development, and the e-commerce. The centerpiece is a custom subscription product with an editorial feel. Members subscribe to unlock gated stories, guides, and leadership content, and a fully custom gifting flow lets anyone send a subscription to the pet person in their life. I also built Insight, a custom plugin that gives Greta’s team a clear view of how members engage with the content.

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The result is a site that welcomes pet parents, veterinary pros, and future team members, and gives Palms & Paws a recurring way to share its philosophy far beyond Santa Monica.