Covetrus visual toolkit
“This was a complex undertaking in a very short period of time. Lippincott quickly got up to speed on the essence of the transaction and the company we were creating. We're very happy with the finished product.”Chief Transformation Officer
Driving industry innovation for veterinarians across the globe
When two industry-leading animal health businesses planned to merge, they recognized the need for a partner who understood the challenges of bringing together two distinctive brands and rallying them around a common identity. So, Vets First Choice, a digital native, and Henry Schein Animal Health, an established industry leader, tasked Lippincott with helping them navigate this journey.
The merger of the two companies would create a comprehensive platform and supply chain infrastructure fully dedicated to supporting the veterinary channel across the globe. It would reimagine the future of the industry by partnering with animal health practitioners to deliver better care, run better practices and unlock new opportunities. This new platform had the potential to be disruptive in an industry sorely in need of modern support, but the brand couldn’t be rooted in disruption – it needed to reassure veterinarians that a new kind of company was putting innovation to work on their behalf.
We worked with a cross-company, cross-geography team to develop a new brand purpose, “advancing the world of veterinary medicine,” and new name, Covetrus, that placed veterinarians at the company’s core. These foundational elements acted as an internal rallying cry, inspiring everyone across the company to work together to build better solutions for veterinarians.
The new brand name, Covetrus, is anchored by the “vet” and elevated by its commitment to working collaboratively. Its new logo, featuring a vibrant hexagon C symbol, brand voice and visual system, creates a warm and contemporary expression that sets the brand apart in the marketplace. And, to navigate future evolution and growth, we created a brand architecture that would allow seamless incorporation of more entities under the umbrella of one integrated solution.
In the lead up to its Times Square Nasdaq launch, we armed company leadership and external partners with messaging, launch assets, and ongoing support to drive understanding of a clear, compelling company story for its associates and customers across 25 countries, including the U.S., Europe, Australia and New Zealand.