Multicultural Veterinary Case Study
Role: Brand Development | Concept | Design
The meaning behind the mark
Brief
The founders of MCVMA started the organization with one mission – to address the diversity issue of the veterinary profession being 90% white. They needed the rebrand of their identity to reflect the progressive change towards a more inclusive veterinary field.
Challenge
MCVMA’s challenge was a lack of a strong and consistent brand presence that could speak to the important work they do for the veterinary field. Without a brand that could position them apart from many other similar veterinary medical associations, they lacked a strong positioning resulting in supporters not being able to easily identify their core mission, which is to address the diversity issue in the veterinary field.
Solution
A discovery meeting was held with various team members of the organization to discuss their visions and goals for the rebrand. However, reaching a unanimous decision among the team members proved to be a challenge due to the diverse opinions regarding the focal points of the logo. Some preferred maintaining elements of the old logo, while others sought a complete overhaul
To address this, an additional team meeting was organized to generate ideas and concepts. Eventually, the client agreed that the primary objective was to convey diversity in the medical field, with an added emphasis on progress. I proposed a concept that wasn’t previously discussed, emphasizing on their acronym MV, which would set the logo apart from other similar brands. With more clarity now, I presented three concepts with descriptions and visuals. After the team review, they came to a consensus that concept 3 was the most successful in depicting their vision.
Impact
MCVMA debutted their new logo with resounding success on social media with many supporters claiming they love both the visual and the meaning behind the logo. MCVMA also saw a dramatic increase in donations after the rebrand.
The logo amongst similar brands
