When welcoming a new pet into your home, providing the best, most complete care for your new family member is a prime concern. Pet owners often turn to their vets for advice, but without a pet insurance policy in place, CVS was only able to direct customers to their competitors.
CVS Group is the Uk’s largest provider of veterinary services, with more than 400 practices across the country. What they needed was a visual brand identity for their new, comprehensive pet insurance policy which demonstrated their market leading position as an expert practice, made up of expert vets.
Brand Strategy, Visual Identity Development, Internal Brand Roll-out, External Brand Roll-out, End-to-end Customer Experience (CX), Strategy including in-store point of sale and online assets, Website Development, Campaign Development
We worked alongside veterinary professionals over the course of the project to understand their customer personas and user journeys, and then took that insight and designed a brand positioning and visual identity that would strongly resonate with pet owners up and down the country. The result was MiPet Cover, a fully comprehensive pet insurance policy. We ensured the core traits of CVS were reflected in the brand story and core messaging developed for the MiPet brand: ‘Insurance, designed by Vets.’