A Veterinarian's Best Friend.

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.


  • Research + Discovery
  • Brand Strategy
  • Brand Voice + Messaging
  • Visual Identity
  • Brand Guidelines
  • Campaign Development
  • Video
  • Collateral
  • Experiential Design

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.

Real stories. Real vets.

IndeVets heard “This seems too good to be true” a lot, so we created a series of videos featuring real IndeVets (not just the illustrated kind) to help bring it all to life.

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.

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.)

Radio :30
Radio :30
Radio :15

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.

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, CMO IndeVets

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