The Companion Care Vets story
A story about a great company to work for
Companion Care Vets, like many vets, provides excellent medical care for animals. But that's not what was at the heart of Companion Care Vets' story...
Companion Care Vets is a leading chain of UK-wide veterinary surgeries specialising in small animal veterinary healthcare. It operates on a franchise basis, whereby vets act as the franchisees of a particular local surgery. The majority of Companion Care’s surgeries are located within Pets at Home stores, with a smaller number acting as stand-alone surgeries. Companion Care Vets' story, although it needed to be relevant to customers, was really about the vets and how to attract them.
Their story
As the UK’s leading provider of state of the art veterinary practices, Companion Care’s challenge to Accrue was to create a stronger voice and overall story to attract more vets. Particularly as they were set to roll-out a number of new stand-alone surgeries.
Companion Care Vets has been recognised by several awards for being one of the best employers to work for. This they are just as proud of as they are the care they give their animals and the latest technology and equipment to be found in their practices.
Accrue conducted research into the veterinary services sector to examine the brand propositions of Companion Care’s competitors. Meetings with the company’s Marketing Team then followed, which led to Accrue to develop several logo routes, colour schemes and propositions for Companion Care to review. These were then rationalised down to a shortlist, with the eventual preferred option being an iconic speech bubble device in vibrant purple and green, encompassing the proposition line: ‘The heart of veterinary excellence’.
We are now working with Companion Care Vets to bring this story to life across all their communication.
New brand identity and visual language
Companion Care instructed us to refresh their existing brand identity without losing the brand equity that had been generated over several years. This new brand identity needed to be both in tune with their veterinary (franchisee) audience and have a consumer perspective. So, the overall challenge was to create a new identity that had equal appeal for vets looking for a new franchise opportunity with a professional company championing veterinary excellence, whilst at the same time being accessible, warm and engaging from a retail perspective to the consumer audience of pet owners.
New concept opens in Ayr, Scotland
Accrue was then asked to apply this new brand identity across the development of a range of marketing communications and materials to promote the opening of the company’s flagship, first stand-alone store, in Ayr, Scotland. These included store posters, promotional leaflets, bus adverts, billboard posters, surgery guides, vaccination certifications, as well as store signage, interior graphics and vinyls.
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