ShowcaseWoofstead, sample brand

The phone on the night desk

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 who have sat up at 10 pm worried about their dog with the vet closed, and owners who have had that night before
The one idea: Woofstead was started by a vet nurse who spent night shifts answering the same questions on the phone, so the app answers them in the evening now
Format: feed
Ratio: 4:5
Imagery: photo
What success looks like: at thumbnail size, "someone who did this job built it", then a calm tap on the CTA
Route: R1 + 0
Route 0: A photo of the founder with a dog, and her story of the night shifts that started Woofstead
The Route picked: R1 + 0

Notes
Wave run, no questions: every field took the recommended answer from the Strategy desk; the wave picked R1 (closest to "the old night-desk phone from the practice telling its shift in its own words").
Strategy: the gut line "answered these calls for years" never appears as copy (no years on file). The founder stays unnamed. The phone speaks plainly, dry and warm, never cute.
Carousel: middle slides carry no logo; each variant closes on an end slide with the logo and the accent CTA pill.

The lead visual device, and why.

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

V1
first-person object narrator: a corded landline in one still-life photo
The practice's night-desk landline tells the founder's story in its own words, so the founder story comes from the thing she answered every night shift.

The caption and the rest of copy.md.

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

Caption
I was the phone on the night desk at a vet practice. A vet nurse picked me up all night, every night shift, and the same five questions kept coming in.
In 2024, in Bristol, she started Woofstead. 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. The nurse tells you what to watch, what can wait until morning and when to call your vet now.
If it can't wait, call your vet or an emergency practice.
CTA: Try your first chat free to woofstead.example

Alt text
Slide 1: A corded desk phone on a dark reception counter at night, a hand-sanitiser pump and a leaflet rack behind it. Below the photo: "I was the phone on the night desk. A vet nurse answered me every night shift."
Slide 2: Close on the same phone: the handset in its cradle and the coiled cord over the counter edge. Below: "The same five questions came in all night. She answered every one. Then she started Woofstead in Bristol, so owners can ask a vet nurse from home in the evening."
Slide 3: The Woofstead logo at the top left, then "Ask a vet nurse the questions she used to answer at night.", an orange "Try your first chat free" button and "Most chats get a first reply within 10 minutes." Across the bottom, the desk phone's handset rests in its cradle with the coiled cord over the counter edge.

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: The founder story told by the thing she held every night shift; she is never shown, the phone remembers her.
Structure: 3-slide carousel: cover photo of the landline with its line as the headline; slide 2 the story in the phone's voice; end slide logo + Try your first chat free pill.
Tone: Dry and warm, a little wry; the phone is plain-spoken, never cute.
Preflight: pass
Check desk: pass
Checked: 2026-10-01
Kept in the sample library: 2026-10-02