dvmReach & dvmRx
BRANDING & IDENTITYdvmReach is a remote customer service representative (CSR) company created for the veterinary industry. As an extension of practices, dvmReach makes outbound calls, focusing on pets that are recently past due, lapsing, and lapsed on vaccines and exams.
dvmRx is a software company that uses AI to process and organize all of the 3rd party prescription requests that go to animal hospitals, enabling veterinarians to approve or reject prescription requests in seconds.
The project involved creating new branding for these two distinct, yet related companies. dvmReach needed a refresh of its existing logo and website. The goal was to design a new logo, landing page, and marketing materials for both dvmReach and dvmRx.
TOOLSFigma, Adobe Illustrator
TIMELINEApril 2024 - May 2024
PROJECT LINKThe Problem
dvmReach sought a logo refresh. The primary feedback on the existing logo was that the dog symbol resembled a seal and the type treatment had too many cutouts, making the look overly playful. dvmReach wanted a simple, innovative logo with a tech and AI feel for both dvmReach and dvmRx, which could also translate well to a landing page.
OLD LOGO
OLD LANDING PAGEBranding Workshop
The first step was to gather feedback from Jason, the Co-founder and CEO of dvmReach to understand his perspective on the veterinary industry and his vision for the dvmReach and dvmRx branding. I asked him various questions and took detailed notes on his responses.
Questions
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What stands out is AI (to identify and read scripts)
Feel that we are modern, futuristic
Motto: software is only meant to support human interaction, not replace it
Humans are in the loop, the system is built so humans are always interacting with it
Rx - Amazing AI experience that is human-centered in approach
Reach - Amazing call center with trained US people, that I trust my clients interacting with
93% humans, 5% software 2% AI
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dvmRx - operation tool that they are in every day
dvmReach - no portal, major focus in the custom groupings, corporate level
ROI (we have to tell them the data), analytics
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Core values - Trust is everything!
Honesty - believe we are honest people
Transparency (show in portals this is your ROI)
Innovative, tech-y
Show who we work with, they trust us, you can too
Dashboard for transparency, we’ll show you everything, every transaction
Research
The next step was to research existing logos in the veterinary industry to gain a better understanding of commonly used colors, fonts, and symbols. I explored the psychology of colors wheel and learned about the emotional triggers associated with each color. Blue is prevalent in the veterinary industry because it evokes trust. Therefore, I leaned towards keeping dvmReach in blue (experimenting with different shades) and chose purple for dvmRx to evoke creativity and convey a futuristic, tech-inspired feel.
Sketching
Once I had some ideas, I began sketching different logo options on paper. I prefer to hand-draw these concepts before designing them on the computer. My initial focus was to experiment with the capital "R" since it was the consistent element in both dvmReach and dvmRx.
Logo Options
I created several logo options using Adobe Illustrator and presented them to the dvmReach team to gather feedback on the preferred direction. I mocked up the logo, colors, font, and sample landing page. Based on their input, I made a few rounds of revisions to refine the designs.
Logo Iterations
The dvmRx logo with the X logomark and cutouts was approved, but the team wanted to see more options for the dvmReach logo. Here are a few other explorations playing around with the concept of outbound calls.
Final Design
After several iterations, I finalized the logos for dvmReach and dvmRx with distinct duotone color schemes and symbolic shapes that reflect each brand's core function.
For dvmReach, I chose a duotone blue logo, incorporating a shape that combines elements of the letters "d" and "b," forming an arrow that signifies revenue growth—a key feature of dvmReach’s outbound calls.
For dvmRx, I opted for a duotone purple design with an "X" symbol. The cutouts in the "X" resemble medication or a pill, aligning with dvmRx's focus on prescriptions.
Landing Page
After finalizing the logos, I designed the landing pages for dvmReach and dvmRx, ensuring responsiveness across web, tablet, and mobile views. The overall aesthetic was minimal yet light and airy, with a focus on growth for dvmReach and technology for dvmRx. I chose to avoid photorealistic imagery, instead using illustrative graphics to convey the core message. On the dvmReach landing page, the hero image depicts the revenue cycle among dvmReach, clients, and practices. For dvmRx, the landing page features an image of a radar with dvmRx at the center, surrounded by third-party pharmacies they integrate with.
Email Templates
I designed branded email templates for both dvmReach and dvmRx. The dvmReach template is used for onboarding emails sent to new practices, while the dvmRx template is a daily update email that provides practices with a list of their pending prescriptions.
Marketing Materials
dvmReach will be attending the Blue River PetCare Conference in Chicago from August 14-16, 2024, and needed marketing materials, including a printed program ad, inserts for attendee bags, hats, shirts, and table cover for the booth.
Online Presence
I collaborated with dvmReach’s Marketing Manager to establish a Facebook page aimed at enhancing dvmReach’s online presence and fostering connections with our partner animal hospitals.
I designed all the visual assets for the page, including the avatar, cover/banner image, and feed posts.
Presentation Templates
I designed presentation templates in Google Slides and PowerPoint for various use cases, providing dvmReach’s customer success team with ready-to-use, easily editable materials for meetings with practices.
