Brightheart
Identity
Visual Systems
Creating a national brand for specialized
veterinary care
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.
Challenge
A group of investors and specialist veterinarians developed a national chain of specialty clinics and asked Lippincott to create their new brand.
Actions
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.
Results
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.”