NineLives is a concept project for a smart health collar that monitors cat health 24 hours a day. The design challenge was specific: build an e-commerce experience for a subscription health product in a category that has never prioritised cat owners. That meant making deliberate choices at every step, from illustration-based visuals instead of cold product photography, to leading with anxiety detection rather than specs, to a colour palette built around trust rather than fitness tracker energy. The goal was a brand that cat owners would immediately recognise as theirs.