ShowcaseWoofstead, sample brand

Rolo ate a sock at 10:41 pm

Carousel · 4:5. Built at 1080 × 1350 px.

Woofstead is an invented brand from the app’s sample library. It has no customers and no product, so every figure, name and offer in this piece is fictional. The piece itself is a finished build: it went through the same brief, checks and approval as any other.

What the brief asked for.

From brief.md, the written brief, locked before anything was designed.

Everything in the sections below is quoted from the files this build left behind. Nothing is summarised.

Audience: UK dog owners, often on their first or second dog, worried about something small at 9 to 10 pm and unsure whether it is worth ringing the vet. They already have a vet and want to see what a chat with a nurse is like before they open one.
The one idea: Drop the reader into a chat with a nurse that is already going (a dog that ate a sock), and let the three steps (open the app, describe, get advice) show up as the chat unfolds.
Format: feed
Ratio: 4:5
Imagery: photo+props
Why that imagery: Middle slides are the transcript and the steps: the prop is the visual, and the brand has no app screens to show (brand/mockups/ is empty).
What success looks like: Saves and shares (a how-to people keep), then swipes through to slide 5. At thumbnail size, slide 1 reads as "a real chat about a sock, already under way".
Route: R1 + 0
Route 0: How it works in three steps: open the app, describe, get advice
The Route picked: R1 + 0

Notes
Sample wave 1, fictional demo brand. "No questions": every field took the Strategy desk's recommendation; the wave picked R1 as the Route nearest "a chat set as a play script, speaker names in the margin, stage directions for the dog".
Scenario: a dog (named, e.g. Pip) has eaten a sock. Benign, no toxins or named foods.
5 slides each. Middle slides carry no logo; slide 5 is logo + accent CTA pill.

The lead visual device, and why.

From patterns.json, where each variant declares what it leads with.

V1
till roll
The how-to printed on a till roll, torn at the top, so you land in the middle of a real night's chat about a sock; the steps are marked in the margin.

The caption and the rest of copy.md.

The words that ship beside the artwork. copy.md is the build’s caption file.

Caption
10:41 pm, and Rolo has eaten one of your running socks. This is how the rest of that chat went.
The nurse asks four things first: how big Rolo is, what she ate, when, and whether she's been sick. Then you get a plan for tonight: what to watch, what can wait for your vet in the morning, and when to ring your vet now.
A registered vet nurse is on chat from 7 am to 11 pm, every day, and most chats get a first reply within 10 minutes. Woofstead is not a vet practice. In an emergency, call your vet or an emergency practice.
CTA: Try your first chat free to woofstead.example

Alt text
Slide 1: A till roll in warm thermal-paper grey, torn at the top, hangs on a biscuit-white field. Beside it: "Rolo ate a sock at 10:41 pm. How the rest of the night went, in three steps." Below that, a small photo of a brown and white spaniel lying on a mat in an open doorway, looking pleased. On the roll, printed like a script with "you" and "nurse" in the margin: "she's eaten a sock, the whole thing", the stage direction "(Rolo lies down by the back door, very pleased with herself)", "do I ring the vet now or is this a morning thing", and the nurse at 10:44 pm: "Hi, I'm Jo, a registered vet nurse."
Slide 2: In the margin, "step 1": "Open a chat. A nurse asks what she needs to know. Most chats get a first reply within 10 minutes." On the roll, the nurse's four numbered questions: how big is Rolo, one sock and how thick, when did she eat it, has she been sick or tried to be. "(Rolo goes back to the laundry basket)", then "one sec, getting her off the washing".
Slide 3: In the margin, "step 2": "Answer her questions. Short answers are fine." On the roll: "spaniel cross about 14kg, one of my thin running socks, about 10 mins ago, not sick just lying down". "(Rolo rolls onto her back by the radiator)". The nurse at 10:48 pm: "Thanks, that's clear. Give me a minute."
Slide 4: In the margin, "step 3": "Get a plan for tonight." On the roll, three headed items: watch tonight (being sick, going off her water, a tight or sore tummy, straining with nothing coming out), can wait for the morning (ring your vet when they open and tell them what she ate, and when), and ring your vet now if she's sick more than once, can't settle, or seems to be in pain. "(Rolo has a long drink of water)".
Slide 5: The roll ends: "thank you!! off to bed with one eye open". "Night, Rolo." "(Rolo, asleep by eleven)". "End of chat, 10:57 pm. In an emergency, call your vet or an emergency practice. Don't wait for a chat." The torn bottom edge hangs over a photo of a brown and white spaniel asleep on a sofa. The Woofstead logo sits top left with "Vet nurses on chat, 7 am to 11 pm, every day", and an orange button reads "Try your first chat free".

What the record says

The approval lines from production/signoffs.md, the file where each approval is written down, and the checks stored with the kept sample.

brief-locked: 2026-10-01
winner-approved: 2026-10-01 · winner: V1

Framing: A receipt of the night: the owner's third line is the first thing you read, and the three steps are what the roll shows happened next, marked in the margin.
Structure: S1 torn top, 'she's eaten a sock, the whole thing', 10:41 pm · S2 the nurse's four questions, step 1 in the margin · S3 her reply at 10:48 pm, step 2 · S4 what to watch tonight and when to ring your vet now, step 3 · S5 roll ends, logo + 'Try your first chat free'
Tone: Calm and specific, like reading the night back the next morning.
Preflight: pass
Check desk: pass
Checked: 2026-10-01
Kept in the sample library: 2026-10-02