A Calm Sleep offers compassionate in-home euthanasia covering Stockport, Liverpool, Manchester and the Northwest. They provide a calm comfortable environment for you to say goodbye to your much loved pet.

Brief

A Calm Sleep was a new business launched by John Forde a vet with years of experience who had left general practice and wanted to offer euthanasia services.

By his own admission John was not very technically adept and asked not just for a website but a solution that would reflect his offering in an empathetic and sensitive way.

He needed help with imagery and content as well as hosting domains and emails. In fact John asked PepperStreet to guide him through the whole process and advise on a website which would be a credit to his new brand and business.

Our Solution - AI Images

Like all our projects, we approached this website with care and expertise. What made this one unique was the challenge of imagery. The client didn’t have access to suitable photos due to the sensitive nature of their business, so PepperStreet set out to find appropriate stock images to complement the site. However, we quickly discovered that most pet imagery featured cheerful owners and playful animals — completely at odds with the tone we needed. To solve this, we turned to AI and used Photoshop’s Firefly feature to create bespoke, context-appropriate images generated from carefully crafted text prompts.

This was a first for us — and a very successful one. We created a series of nuanced, sensitive images showing people with their pets in calm, reflective settings that gently conveyed themes of peace and farewell.

Overall we are really proud of this project.

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