Designer and Developer
Joel Kelly is a designer and developer based in Wauwatosa, Wisconsin. He spent fifteen years in brand, product, and web design, including five shaping Dyson's digital presence across North America. He now runs Tosa Marketing, building custom websites for southeast Wisconsin businesses, and operates the Authority Suite network of independent review sites.
Behind the guides
Joel writes and shapes each guide so readers can see where important facts came from and what to do next. Safety and health claims link to established veterinary or animal-welfare sources. Product guides show the specifications and owner-feedback patterns behind each recommendation. A qualified specialist is credited separately whenever one reviews a page.
Recent work
216 published guides across food, health, behavior, gear, and the first days with a pet.
Behavior
What popcorning, freezing, hiding, licking, mounting, and bar chewing mean in guinea pigs, how to read a pair getting along, and the quiet signs that mean call the vet.
Health
How to keep dogs and cats safe on Halloween: which candies are dangerous, why wrappers and glow sticks matter, costume fit, and a calm plan for the doorbell.
Behavior
A plain guide to what your rabbit is telling you, from licks, nose nudges, and binkies to nips, thumps, and flattened ears, with the few signs that mean call the vet.
Gear
Researched dog backpack carriers compared on fit, ventilation, carrying support, and value for dogs from small to large.
Gear
Compare three hamster wheels by diameter, running surface, stand, enclosure clearance, and cleanup so your hamster can run with a straight posture.
New Owners
Plan a hamster enclosure around usable floor space, deep bedding, stable equipment, ventilation, hiding, foraging, and everyday access.
New Owners
Choose and place a solid hamster wheel by running posture, stable support, safe clearance, cleanability, nighttime sound, and daily use.
Gear
Compare three pet-rat refuges by sleeping format, cage placement, wash routine, and the role each one fills in a varied shared home.
Gear
Compare a natural branch, flexible rope route, and flat rest by diameter, footprint, attachment, placement, and the checks each perch needs.