Derm Delivered, Mobile Veterinary Medicine

Goals

Education and Reassurance

Because Derm Delivered was providing a new-to-market concept, it was important to take extra effort to explain their purpose and help their customers get comfortable with this new service. After all, it was uncommon to have a mobile veterinary specialist act as a neutral extension of a veterinary clinic. Usually, staff were employed only at a single clinic and did not share resources. This “guarded” concept would only hurt customers and inflate prices, and Derm Delivered wanted to both educate veterinarians, some of which who have practiced in the area for decades, and reassure them that Derm Delivered was truly a neutral party and didn’t want to steal customers away.

A Different Look

We wanted to create a visual look for Derm Delivered that was different from all the tired veterinary tropes. Think: heart, paw print, silhouette of dog and cat.

Brand Values

Above all, Derm Delivered wanted a brand that created a feeling meaningful to not just pet owners, but to skilled veterinary employees: warmth, compassion, respect, dignity. The pet owners are clients, yes, but the staff at the partner veterinary office that Derm Delivered is visiting are clients, too.

Brand Strategy Workshop

Over the course of several months, we conducted a series of intensive brand strategy workshops to define Derm Delivered’s purpose, values, and positioning before launching.

During the workshops, we answered questions imperative to any new business:

1. Why does your business exist?

2. What problem is it solving?

3. Who are your customers?

4. How do you share your purpose?

5. Who is your competition and how are you better?

Once these questions were answered, we moved on to create Derm Delivered a mission statement based on company values identified in the workshop.

Derm Delivered’s values were:

1. Mobile/Accessible: “I come to you.” Bring mobile veterinary dermatology to local clinics, thus closer to patients

2. Collaboration: Work hand-in-hand with referring veterinarians to provide a better outcome for patients and reduce frustration

3. Education: Offer knowledge and best practices to referring veterinarians as well as patients

4. Relieve suffering: Provide the best possible recommendation to bring relief to pets

5. Truth: Always speak the truth, even when it is difficult for veterinarians and patients

6. Respect: Treat referring veterinarians, their staff, and patients with respect and dignity, and never undermine recommendations

7. Fair: Conduct practice without judgement or bias toward any party

8. Empathetic: Work to understand and relate to experiences of referring veterinarians, staff, and patients, “put myself in your shoes”

9. Communication: Act as bridge to break down communication silos between referring vets and veterinary specialists

10. Generate clinic income: Relationship with referring vets will generate income to their clinics

These ten values would act as a north star for Derm Delivered as they grow and adapt to changes.

38th & Kip then used these values to create a series of mission statements for Derm Delivered to choose from.

Mission

We work as a mobile dermatology extension of your veterinary practice, bringing specialized services closer to home for pet owners, which alleviates patient suffering and strengthens the bond between the client and your practice.

Logo Design and Visual Identity

Once the Brand Workshops were completed, we moved on to the visual look of Derm Delivered’s brand.

Conducting Brand Strategy work before creating a visual look is absolutely critical - and one of the biggest mistakes companies make. They are often eager to rush into the fun part of their new business - the logo - and fail to do their due diligence in identifying their customers, competition, values, and goals. The consequence is that their logo no longer makes sense as they grow, it doesn’t match their personality, and causes customer confusion. We see it all the time.

Creating a logo for a company with no brand strategy is like throwing spaghetti at a wall and hoping it sticks.

Derm Delivered’s Logo

We decided on a contemporary interpretation of an allergy test, in a gentle chromatic gradient of pink, gold, teal, and mint. It is welcoming and easily-recognizable to the veterinary client. It is a highly-specific and scientific logo, but can also be seen as an abstract series of shapes. It is successful in that it serves both of Derm Delivered’s markets: the vet practice and the pet owner visiting the clinic.

Custom Icons

Derm Delivered requested a series of branded icons in a similar style and color palette as the logo to display on their website, business cards, collateral, and more. It was important these icons conveyed the warmth and compassion embodied in their brand and softened the harshness of medical imagery.

Derm Delivered Website

Website designed by Genius Digital Marketing