IndeVets

A Veterinarian’s Best Friend

Illustration of pets and vets in a parade holding up signs, branding by J2 and illustration by Malachy Egan
Services
  • Brand Strategy
  • Brand Identity
  • Brand Activation
  • Branded Environment
  • Campaign
Industry
  • Workplace

Vet Life That Let’s You Live a Little

The veterinary industry is in the dog house (sorry, pet puns are very hard to avoid). Long story short, there are way too many pets and not nearly enough vets. This leads to overworking, burnout and work-life balance that is, well, out of balance. IndeVets set out to buck this trend by allowing vets to work when and where they want across their huge network of hospitals (all of which need relief vets). It was a total game changer and gave vets their lives back. A movement this huge deserved a brand like nothing else in the vet space. That’s what we set out to do.

Old Dog. New Tricks.

We positioned IndeVets as a whole new way to practice veterinary medicine that truly puts vets first. A trusted voice for the modern vet that exists to bring balance, fulfillment and joy to veterinary medicine.

Branded info booklet for IndeVets vet recruitment, brand strategy and graphic design by J2
business cards featuring illustrations of pets and vets, branding and graphic design by J2 for IndeVets

Sit. Speak.

The IndeVets voice sounds like your super smart and funny best friend who also happens to be a veterinarian.

Drawn Together

A deep illustration catalog is at the heart of the visual brand. We teamed up with Malachy Egan to create these quirky and sweet illos that allow us to embody what it feels like to be an IndeVet and capture the zest and humility of their mission at the same time.

billboard on side of a building featuring modern serif font and illustration of a vet and a dog sharing an ice cream cone, branding and design by J2 for IndeVets

Vetting Out There

We created an integrated marketing strategy to introduce IndeVets to the world, then keep the momentum going across trade and mass media. It’s as easy as getting in front of the best vets with the perfect message between surgery shifts, check-ups, and their lives outside the clinic. (Woof.)

Digital poster featuring an illustration of a cat with brass knuckles, branding and graphic design by J2 for IndeVets
street level billboard featuring illustration and four vets holding an extra long wiener dog, branding and graphic design by J2 for IndeVets
bus stop advertisement featuring illustration of cat shaped hot air balloon, brand strategy and ad design by J2 for IndeVets
branded postcards for IndeVets by J2

Brand in Place

When IndeVets opened its headquarters in Philadelphia, we helped them bring the brand to life within the work space. From installations to wayfinding, we infused the unmistakable IndeVets personality within a clean and modern aesthetic.

Delightfully Distracting

With floor to ceiling glass showing off the 360 views of Philly, we reimagined the necessary glass distractors and created a family of custom pet illustrations all balancing along a consistent line stretching across the wall to wall glass. We topped them off with an office naming convention all derived from the film, “Best in Show”. Can you name every nut?

IndeVets veterinary trade show booth designed by J2

Tricks of the Trade

We created an interactive trade show experience that asked vets who they were outside of the clinic. These illustrated and stacked revolving cubes were our version of the IndeVet’s mission to support vets inside the hospital, but also help them have a life outside of it.

Swag for Days

Over the years, we’ve created lots of super fun swag to spread the good word. We always try to meet vets where they’re at with something they can use (or eat) at the clinic. We do not want to be part of the trash heap that is lame brand swag.

“We rely on J2 for their endless creativity, deep understanding of our target and true commitment to partnership. Our brand has broken all category stereotypes and fueled our growth. We would not be where we are today without the incredible team at J2. They are simply pawsome!”

Molly Watson—Chief Marketing Officer, IndeVets

illustration of two happy designers opening modern door to a brick office building

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