THE CHALLENGE
VetnCare had just completed a brand refresh, but the identity wasn’t built to scale. A few logos and a style guide couldn’t bridge the gap between brand promise and day-to-day reality. Clinics felt disconnected from the refresh. Messaging lacked consistency across touchpoints. Neither vets nor pet parents were experiencing the warmth and care the brand actually represented. The challenge wasn’t creating a prettier version of VetnCare – it was building an operational system that worked in exam rooms, recruiting emails, social feeds, and physical clinic environments.
THE SOLUTION
I developed two integrated campaign systems plus a comprehensive template library to bridge brand and experience across every stakeholder group.
“Tiny Paws, Big Hearts, and the Care They Deserve” spoke directly to new pet parents. Clear, warm, reassuring messaging designed to turn anxious first visits into lasting relationships. The campaign included in-clinic posters, puppy and kitten care guides with custom illustrations, social content templates, email nurture sequences, digital ads, and OOH billboards. The geometric shape system (overlapping teal and lime curves) added playful warmth to photography without being childish.
“Join a Team That Cares for You Like You Care for Your Patients” was built for vet recruitment. Focused on values, belonging, and work-life balance in a notoriously burnout-heavy profession. The campaign came to life across recruiting materials, social media, email campaigns, and clinic environmental branding. Same visual system, different emotional register – professional without being corporate, supportive without being saccharine.
Both campaigns got full operational rollouts: presentation template systems, print collateral, digital ad templates, social content calendars, email campaign frameworks, branded guide formats, OOH advertising, and environmental branding standards. I even converted brand colors into Sherwin-Williams paint palettes so clinics could apply the identity to physical spaces without guessing.
MY ROLE
As Creative Strategist and Brand Designer, I led the transformation from refresh to functional system:
✔ Developed two complete campaign strategies with distinct messaging frameworks for pet parents and veterinary recruitment
✔ Created comprehensive brand template library: 20+ slide presentation system, social media templates, email frameworks, print collateral formats
✔ Designed custom illustrated guides (puppy, kitten, pet care) integrating geometric shape system with educational content
✔ Wrote all campaign copy including social posts, ads, guide content, email sequences, and OOH messaging
✔ Built environmental branding standards and converted brand colors to Sherwin-Williams palettes for physical clinic application
✔ Designed complete digital ecosystem: email newsletters, social content templates, digital ad formats
✔ Partnered with stakeholders to ensure emotional clarity and operational feasibility across all touchpoints
THE IMPACT
Brand System Infrastructure:
VetnCare went from having a fresh logo to having a complete operational system. The template library (presentations, social, email, print) enabled clinics to maintain brand consistency without needing designer support for every touchpoint. Environmental branding standards with paint palettes let new clinic locations apply the identity to physical spaces correctly from day one.
Campaign Performance – Pet Parents:
The “Tiny Paws, Big Hearts” campaign repositioned first visits as the beginning of a relationship, not just a transaction. The warm, reassuring messaging reduced new pet parent anxiety while building trust.
Campaign Performance – Recruitment:
The veterinary recruitment campaign gave VetnCare a stronger voice in a competitive hiring market plagued by burnout. By leading with values and work environment rather than just compensation, the campaign attracted vets seeking purpose and support, not just paychecks. Social content highlighting team culture and work-life balance performed significantly better than previous job postings.
Operational Efficiency:
The comprehensive template system meant clinics could execute campaigns without bottlenecking the design team. New locations could launch with full brand alignment. Marketing could move fast without sacrificing consistency. VetnCare had infrastructure that actually worked everywhere it needed to: exam rooms, inboxes, social feeds, billboards, and physical clinic walls.
