Creating a national brand for specialized
With Americans now treating their dogs and cats as members of the family, owners expect the highest standards of pet health care, from oncology to orthopedics.
A group of investors and specialist veterinarians developed a national chain of specialty clinics and asked Lippincott to create their new brand.
Based on research with veterinarians, veterinary technicians, consultants and professional associations, we developed a brand strategy designed to appeal to referring veterinarians and owners. It proclaimed a commitment to “Highest standards. Exceptional care. Healthier pets.” A bold name, BrightHeart, was selected to communicate medical leadership and caring humanity.
The BrightHeart logo is an inspired depiction of a pet’s toy, evoking both the restoration of health and the playful moments when humans and animals joyfully interact. The visual system is crisp and spare, suggesting medical professionalism.
Today, BrightHeart is building a national network of advanced-care veterinary facilities. It is a humane, inspiring new force based on the belief that “the bonds between pet owners and
their pets rise to the level of human relationships, and deserve the same compassion and respect.”