Context
TVHC is an independent veterinary practice serving the North West. In a category increasingly shaped by consolidation, independence only holds value if it is clearly expressed and consistently delivered. The task here was to reposition the practice around reassurance: a standard of care patients can rely on, and a service experience that feels straightforward to access.
Veterinary decisions are rarely planned. They sit inside time pressure, uncertainty and emotional load. In that environment, “good care” is not only clinical. It is also how clearly a practice communicates, how quickly it can be reached, and how consistently it behaves across the moments that matter.
Intent
Make independence a clear, credible position rather than a background fact.
Communicate clinical confidence without adopting a corporate tone.
Build reassurance through language, structure and consistency.
Create a design system the team can apply every day without interpretation.
Delivery
Positioning and messaging
We defined a position centred on reassurance and access. Messaging was written to be plain, calm and specific, focusing on what the practice does, how it works, and what clients should expect. The aim was to remove ambiguity and replace it with steady cues of competence.
Identity system
A visual system was developed to carry that position: restrained, clinical, and calm. The role of the identity was not to signal “brand”, but to signal order and care. Typography, spacing, hierarchy and tone were treated as trust mechanisms.
Website and information structure
The website was rebuilt around decision paths rather than pages. Core services were structured for quick scanning, with clear routes into booking, repeat actions and contact. Content was edited to reduce friction and support real questions, not marketing statements.
Templates and touchpoints
The system was extended into day-to-day materials so the experience stays consistent outside the website. Templates and printed assets were designed for routine use, supporting clarity at the point of care as well as at the point of choice.
Outcomes
Independence presented as a deliberate position, expressed consistently across touchpoints.
A clearer service structure and calmer language, designed to reduce hesitation and speed up next steps.
A practical identity and content system built for daily use by the team, not campaign moments.