A new era for dogAdvisor has arrived

London, United Kingdom, 7th November 2025

Hello again,

This has been a truly huge month for dogAdvisor! In the past 8 days we've introduced a gigantic leap forward in Max's capabilities with 4 new features: Medical Intelligence, Safety Pre-Intents, Pawprints, and Owner Intelligence. We also made the biggest leap forward in safety innovations in over a year, and even introduced an entirely new dimension of articles with Visual Paws. We felt these extraordinary updates deserved an equally extraordinary new look!

But where do we begin? Perhaps it's best to start with what's not changing. London Green is iconic - and it's here to stay. We've also made no updates to our typography. This new design, however, marks a giant step forward in our history as we reposition ourselves from a blog and publications company to a world-leader in artificial intelligence for pet owners.

That means we're casting away the old era of Fluid Fur and transitioning to an entirely new dimension of dogAdvisor that's more adaptable to your needs, more flexible to your environment, and more cohesive as you move between our articles, pages, and Max. Today, I am so excited to introduce Flexible Fur. The next era of dogAdvisor.

Flexible Fur is the foundation that ties together how dogAdvisor feels, looks, and moves. Where Fluid Fur celebrated warmth and motion, Flexible Fur introduces responsiveness and intuition. It bends, adapts, and breathes with you whether you’re exploring an article, chatting with Max, or simply finding your way through our pages. Every part of the experience now feels alive, shaped around your needs and your dog’s world.

Let’s start where you’ll see it most: articles. With Flexible Fur, we’ve completely reimagined how you discover, browse, and connect with the stories that matter to you. The new Article Explorer is alive with personality. Cleaner spacing, calmer tones, and elegant rhythm bring a sense of flow to every card. The content feels more approachable, more visual, and far more cohesive.

Perhaps one of the most exciting updates Flexible Fur brings is Visual Paws - a new dimension for dogAdvisor's articles. Select dogAdvisor articles now feature Visual Paws - a gorgeous new way to experience our articles. Visual Paws features high-quality images of key characters and locations in articles to give you better insights. These aren’t generic visuals - they’re carefully chosen frames that bring the writing to life and help you see what your dog might be seeing. It’s storytelling that feels as real as it reads.

But we didn't just stop there! So many amazing Max features deserved an update to Max's visual identity - now, his feature cards are more colourful and alive, and better express dogAdvisor Max's features, inviting owners to try them out. The new design introduces more warmth, character, and cleanness to Max's visual appearance. Now, when you chat with Max and he uses an important feature, you'll see it with a lovely new system display like: ✦ Answering with Medical Intelligence.

Max and our articles weren't the biggest changes we made to dogAdvisor though - we went even further. Across every new page, we’ve embraced bigger typography and clearer visual hierarchy to bring confidence and clarity to our design. Text now feels spacious, alive, and intentional. Instead of fighting for attention, each line has room to speak.

In the past, we relied heavily on deep greens and muted tones that, while distinctive, often felt a bit static or clinical. Well with Flexible Fur, that's changing too! We've moved to a softer visual world which combines our signature London Green with warm neutrals and diffused gradients, and hand-touched watercolour backdrops to reflect the imperfect and tactile world we live in.

The Max page now gives our AI companion the identity he has always deserved! The design carries warmth and credibility equally, feeling approachable without ever feeling too playful just for the sake of it! Max's page features those beautiful diffused gradients we spoke about earlier, and his features are now introduced with far more personality. Every interaction on the page now feels more grounded, and the page itself better reinforces how integral Max is to your dogAdvisor experience.

On the About page, that same consistency takes a more human turn. We redesigned it completely to tell our story, not just our structure. Larger and more confident imagery, cinematic photography, and clear storytelling rhythms help to better communicate to dog owners who we are and why we exist.

dogAdvisor has always been more than content - it's been a promise to help people understand and take care of their dogs. As we end 2025, and look to 2026, we move away from being a publications platform into a company building real artifical intelligence for pet owners. This brings a new era of responsibility and accountability that we are committed to upholding. Every component, every word, and every colour has a job: to communicate clearly, earn trust, and to stand behind the intelligence that we build. We have removed unnecessary complexity, refined our tone, and brought warmth and honesty to not just our design, but our DNA as well.

The transition from Fluid Fur to Flexible Fur is symbolic of a deeper truth: we've grown from being a company that publishes ideas to one that builds intelligence designed to save lives. We're creating a system that adapts to owners, that understands context, and that genuinely makes life safer and more informed. This is what Flexible Fur represents - a promise that as dogAdvisor grows in scale, capacity, and intelligence, we'll continue to grow just as much in empathy, trustworthiness, and design clarity.

Welcome to a new era of dogAdvisor.