Characterising critical care.
Peninsula Vet Care (PVC) was opening the Mornington Peninsula’s only 24/7 emergency care and referral hospital. The launch of their new flagship clinic was an opportune time to understand, define and refresh their core brand before creating an extension to both their visual identity and brand experience to differentiate the new offer.
Step one was to determine the positioning for the main PVC brand; the place they wanted to own in their team’s, pet owners and prospect’s minds. A collaborative workshop was held with all vet partners (flip charts at the ready) to articulate the brand promise for PVC.
Peninsula Vet Care
What we did
From there, PIER Creative got to work on refreshing the existing PVC brand identity and adding its sister brand – the Emergency and Referral Hospital or ERH – to the portfolio.
We defined the semiotics of the brand: fonts, colours, signage, uniforms, experience, language and tone – and identified where this should be consistent to maximise existing brand recall, and where this should be differentiated to indicate a distinction in service offer.
Next step was to create a roadmap of activity required to represent the brand in the marketplace both physically and digitally. Clinic acquisition over the years has created brand inconsistencies that needed to be addressed, but the roadmap also had to ensure the new brand hierarchy would work at a local level to avoid a corporate look and feel. Once confirmed, it was all hands-on-deck to get the doors of the new site open and the Peninsula’s pets cared for.
Gaining clarity of what PCV stands for internally and externally has enabled a more consistent brand experience across their six sites. While a refreshed, consistent visual identity elevates the brand’s position in the market and capitalises on brand recall for the new ERH service.
“Going through this process with PIER gave us greater clarity as to what we want to be known for and how we deliver on that to our customers as well as a tangible plan of action to confidently launch our new brand.”– Cameron Young, General Manager at Peninsula Vet Care