Dog owners have changed. They no longer see their pets as pets, but as equals. They support their interests, make big decisions with them in mind, and work to make sure their lives are just as complete as any other member of the family. So to launch Fi, a smart collar that allows people to track their dog’s location and activity, we focused less on a dog’s security and more on its liberty. Fi speaks to the dog as wild animal, bringing a dog’s ecstatic energy to life consistently across everything—from advertising to website to the product itself. Fi is always in motion, evoking a dog at their happiest. Because when a dog is happy, their owner is happy.