St. Francis Veterinary Hospital
OVERDUE BRANDING RE-DESIGN
St. Francis Veterinary Hospital has a long standing history of providing the highest level of veterinary medicine in the Bay Area.
It’s current branding looks outdated and an overhaul will ensure the clinic remains competitive in the long run.
Original Branding
Outdoor Signage
MY ROLE
I led the project and worked on all aspects of the new design system. I revamped the key visuals while a web developer helped implement the new designs.
THE CHALLENGE
KEEPING DECADES OLD CLIENTELE COMFORTABLE WITH CHANGE
Dr. Claudine Falcis approached me to re-design the clinics visual language. I was excited because I didn’t think she would pick me to do it and nervous because this would be my first big solo project.
THE APPROACH
The first element was to come up with a new logo. A trusted business that has been around since 1971, many of the clinics clientele were there for centuries. I thought:
• How would a departure from the old design make them feel like they are with the same business?
• Does it make them feel they are over run by young folk?
• Are they going to get the same hospitality?
• What elements should we keep?
Original Sketches from Dr. Falcis
DESIGN PROCESS
“KEEP IT SIMPLE”
DESIGN SOLUTIONS
Through many iterations of a logo we finally came up with a great solution mixing the old with the new, by keeping the same colors and updated references to cats and dogs.
Initial thoughts and sketches might alienate some people. With my love of packaging design I thought, hey let’s try making it 3D and adding all kinds of fancy elements with script.
Obviously that didn’t work and in this process I definitely challenged myself to think about the target market and the long term goals of the business. We definitely didn’t want it to look outdated again 2 years from now.
DESIGN SOLUTIONS
Through many iterations of a logo we finally came up with a great solution mixing the old with the new, by keeping the same colors and updated references to cats and dogs.
DESIGN DELIVERABLES
I was able to deliver key elements of the design to a web developer to create a new website.
The biggest challenge was the outdoor signage. One might think would be simple but because the building had it’s own constraints, I had to work within the dimensions of the space. And trying to produce a sign without a crease was a project in itself.
THE IMPACT
SIMPLICITY IS KEY.
As a result of the revitalization of the brand, St. Francis Veterinary Hospital has seen a steady growth in new patients as well as adding new team members. The clinic now integrates holistic medicine combined with traditional veterinary practices.
This project validated the value of taking small steps to a modern approach. By keeping the graphic elements clear and simple, makes it easier to add in the finer details later without watering down the brand.
The core clientele still remains loyal to the business while also reaching other customers.
I learned to trust myself to take on a project from beginning to end with outstanding results. I would love to revisit and create other improvements to help sustain the practice far into the future.
