Abingdon Square Veterinary Clinic

Brand • web design
Overview

Abingdon Square Veterinary Clinic (ASVC) is a privately owned practice established in 1970 and is located in the chic West Village neighborhood of New York City. Being in business for almost 50 years, ASVC wanted to refresh their brand with the mission to make high-quality pet care more approachable.

They needed to stay positioned as a reliable, trustworthy veterinary clinic while transforming the experience for pet owners to appeal to a growing, younger demographic. The pitch set in motion emphasizes the emotional connection people have with their surroundings and the idea to create a welcoming atmosphere that feels like home—even during a visit to the vet.

A brand that represents the community

In a city full of both history and change, there was an opportunity to craft a brand for ASVC that embraces both. The art direction, tone and voice are all inspired by the lifestyles of people and their pets who call New York City home.

Classic meets modern to create a fresh visual identity that's unique and recognizable

ASVC's new brand required a logo that mixes bold with approachable to stand out while being a friendly, familiar face in the pet owner community.

The primary pets seen at the clinic are canine and feline—illustrated as an attentive labrador wagging their tail next to a curious tabby for a companion. Many veterinary logos include another visual element such as a cross or veterinary caduceus to represent the medical services they perform. ASVC prioritized subtlety but wanted who they are to be clear through simple illustration and typography. For a final touch, light distressing of the logo creates a vintage, stamped appearance without effecting its purpose or usability.

A special location lends itself to a thoughtful approach with intentional design

ASVC takes pride in being able to care for pets in the vibrant city of New York. They understand the connection people and their pets share with their surroundings as they're immersed in a one-of-a-kind place every day.

This created the idea to incorporate parts of the city so people might become familiar with the brand more naturally while recognizing certain landmarks or even colors. From the brownstone and brick houses that line the cobblestone streets in West Village, to the reflective glass of buildings reaching into the sky, or the unforgettable sight of the Brooklyn Bridge, all are significant to New York City and the people who live there.

Mapping it out—a visual identity that uses geography to create a familiar experience for locals or to welcome those new to the neighborhood

Making it all 'paw'sibble

For ASVC to get the word out they needed specific collateral designed to communicate their new brand to various audiences and enable new marketing campaigns to continue to promote their business. Deliverables included a series of illustrations and iconography, postcard mailers, informational brochures, business cards for the general practice and staff, and a fully-branded website.

From print to digital—an experience designed with both retention and new customers in mind

While ASVC relies on walk-in business from being located in a well-known, active neighborhood, data shows the majority of their appointments are booked online, and many first-time clients visited their website before scheduling their visit.

It was important the web experience be unique while purposeful to build trust in the brand. The home page emphasizes the culture behind the talented team at ASVC and gives users the option to book an appointment right away or explore further to learn about the clinic and their services.

The overall tone and messaging on the site positions ASVC as a knowledgeable and compassionate veterinary clinic with a friendly, welcoming atmosphere.

Outcome

ASVC took the leap to transform their brand to be more thoughtful and visually appealing without changing who they are as a business. The result is a cohesive story and approachable brand that establishes Abingdon Square as a high-quality, professional veterinary clinic who cares about what they do and shows compassion towards people and their pets.

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Brand • Web Design

Abingdon Square Veterinary Clinic