VCA
ANIMAL HOSPITALS
BRAND REFRESH + VISUAL SYSTEM
In the process of a brand refresh, VCA Animal Hospitals sought to drive engagement among both associates and clients. Collaborating with Clever Creative, I had the pleasure of designing a solution for associate engagement and creating campaign materials.
WHO
Brandi Chang [Graphic Design]
Meredith Godwin-Kresge [Art Direction]
Emily Zarnow [Art Direction]
Meredith Godwin-Kresge [Art Direction]
Emily Zarnow [Art Direction]
WHAT
Career Progression Badge System
Physical Badge Concepts
Presentation Design
Advertisements in Motion
Physical Badge Concepts
Presentation Design
Advertisements in Motion
WHEN
June 2024 → Present Day
WHERE
ASSOCIATE ENGAGEMENT -
MOODBOARD / DIRECTION
MOODBOARD / DIRECTION
Career Badges
Learning and innovation are at the core of driving change together. To inspire motivation for professional development, a career progression badge system for Associates was created.
A total of 13 badges across 4 categories were designed for both digital and physical use.
A total of 13 badges across 4 categories were designed for both digital and physical use.
BADGE CONCEPT -
HIGHLIGHTING CONNECTEDNESS
HIGHLIGHTING CONNECTEDNESS
Caret Breakdown
Three points inspired the caret breakdown concept behind the badge shapes:
+ Power of each individual
+ Innovation through collaboration
+ Collective impact
+ Power of each individual
+ Innovation through collaboration
+ Collective impact
VISUAL IDENTIFIERS
Tinted Color System
These badges needed to be recognizable at a quick glance in a hospital setting. To achieve this I used a tinted color system in the final designs that could be used across all four categories.
CAMPAIGN MATERIALS
The New VCA Brand
Caring, Connected, and Capable. The new VCA brand proudly delivers world-class medicine with hometown care, paving the way for the future of veterinary medicine.
