A brand built out of a tradition of integrity, innovation and an old-fashioned love for cows.
PROJECT
Corporate Rebrand and Launch
PARTNER
Valley Veterinary Clinic
ASSIGNMENT
Brand Research
Brand Strategy
Brand Identity
Logo Design
Copy Voice and Tone
Brand Guidelines
Vehicle Graphics Design
Merchandise Design
Brand Photography
Newsletter Design
Canva Template Design
Website Design and Development
Website Training
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Valley Veterinary Clinic, a leading dairy veterinary practice in Wisconsin, prides itself on having a long history of providing reliable and honest service to dairy farms across the state. Challenged by the overarching decline in dairy production and related services, they needed our help developing a strategic platform and comprehensive brand identity that would set them apart from the rest.
The clinic’s biggest asset was its eclectic team of more than a dozen doctors, who each represented a significant part of the brand. With each doctor caring deeply about how the organization would be portrayed, our challenge was to unite their voices into one collective mission.
OUR APPROACH
In our first client immersion meeting (which took place at 6 a.m. at a diner in the middle of a farm field), it was clear the clinic truly had something special. The way the doctors spoke about their customers and livestock, you could tell they genuinely cared and went out of their way to provide the absolute best care and service, even behind the scenes.
THE VVC MISSION
At Valley Veterinary Clinic we strive to have a cohesive team of veterinarians and staff whose mission is to develop relationships with our clients where they may rely upon us to provide advocacy for their livestock, excellent services, and a positive influence on profitability.
The DNA of culture.
To develop the brand messaging strategy, we assessed the organization’s values, strengths, and weaknesses by interviewing the staff who lived the brand every day. After all, a brand’s cultural DNA echoes the loudest in its people.
Using our proprietary approach, we aggregated the most prominent findings and organized them into a strategic platform containing VVC’s key attributes, key differentiators, mission statement, positioning statement and value proposition.
A brand that is both timeless and modern.
THE LOGO
After establishing the clinic’s strategic messaging platform, our job was to develop a logo that embodied the results. Our visual exploration painstakingly scrutinized every detail, from the curves of the heart to the width of the snout to the slope of the ears. The result? A timeless mark that communicates reliability, friendliness, honesty, and innovation.
A visual identity that respects tradition while exuding innovation.
In creating the visuals, we knew early on the potential for the client to expand its service offerings in the future. To accommodate this growth, we created a logo subsystem that could dynamically evolve with the business. In addition, we also developed a secondary and tertiary color palette to ensure ample color options without compromising cohesiveness.
A LOGO SYSTEM
The need to put our sub-brand system into action occurred midway through the project when the client announced their genetic services would be splitting off from the parent VVC brand.
Collateral everyone wants to drive and wear.
With the brand architecture well-positioned, we were able to quickly create a unique IVF logo mark and color palette that fleshed out perfectly across all channels—from wearable merch to the entire team’s truck and van fleet.
Foolproof, comprehensive brand guidelines.
The new identity was documented in a booklet to ensure the new look and tone would be translated consistently, regardless of who was executing the clinic’s marketing in the future.
Consistent photography.
From farm to lab.
ON-SITE PHOTOGRAPHY
We build photography guidelines into every brand identity we work on. Not only does this help us in sourcing props and planning sets, but it ensures that content stays consistent long after it leaves our hands. With VVC, this became even more important as there was the additional challenge of photographing both humans and cows in multiple locations, lighting scenarios and even seasons.
To stay true to the authenticity of the brand, we chose to use actual veterinarians in the brand photograph, but accommodating 12 very busy doctor’s schedules with the photo production schedule is no easy feat. However, the agility of Unlisted’s team, combined with our having oversight over the entire project, allowed us to accommodate extra shoot days and locations with ease.
Smarter marketing collateral.
VVC’s primary means of communicating updates to their customers was via newsletter, which needed to be updated to reflect the new brand. To allow the client to continue creating, editing, and sending out the newsletter every month, we adapted the new template designed in Illustrator and uploaded it to VVC’s Canva account so the clinic’s internal staff could easily make routine content updates on their own.
A 50+ page custom-designed website, built entirely on Squarespace.
When choosing the best platform to build Valley Veterinary Clinic’s new website, we considered functionality, customizability, and ease of management. We landed on Squarespace not only because of its ability to be highly customized to suit any branding, but also because of how easily a client with no website experience can learn how to make ongoing content updates on their own.
Training a team to DIY.
After launching the branded, 50+-page Squarespace site that looks anything but templated, we conducted an in-depth training session with key team members so they could continue managing the site long-term.
IN CONCLUSION
VVC’s new brand positioned the clinic perfectly to reach its growth and service area expansion goals, with the website design being selected among The Best Veterinary Website Designs by DesignRush We are currently developing a targeted search, display, Facebook and Instagram digital marketing campaign to maximize traffic and leads.