What started as a brand refresh during the thick of COVID has grown into a deeply collaborative, long-term partnership between Clever Creative and VCA Animal Hospitals. With a focus on employer branding, internal storytelling, and emotional connection, the work goes far beyond logos and campaigns—it’s about honoring the people (and pets) that bring the brand to life. In this conversation, VCA’s Ally Brown and Clever’s Emily Zarnow walk through how shared values, design thinking, and a lot of mutual trust helped shape a meaningful and effective brand system for one of the largest veterinary networks in the country.
Why Veterinary Branding Matters
Ally Brown joined VCA at a time when the industry was booming—and struggling. “COVID accelerated the demand, but it also intensified burnout,” she said. With a background in employer branding, she saw the opportunity to reshape how VCA presents itself to prospective hires. What surprised her most? “How massive it is. It’s part of Mars, and the need for talent is huge.”
Designing with Heart
Clever Creative came into the process during VCA’s brand refresh. “We wanted to make it more authentic, more approachable,” said Zarnow. The team’s approach emphasized warmth, trust, and community. “Yes, it’s a big brand, but these are still your neighborhood vets,” she said. The design system focused on showing the human (and animal) side of care—connecting VCA’s size with its heart.
Grounded in Research, Shaped by Story
Research played a major role in shaping VCA’s new look and feel. “We surveyed both clients and associates,” said Brown, “and the same three attributes came back from both: caring, capable, and connected.” Those traits are now reflected in everything from the logo to internal messaging. “Each color in the logo ties back to those values,” said Zarnow. “There’s meaning behind every choice.”
A True Partnership Built on Feedback
Three years into the collaboration, Brown credits the strength of the relationship to open communication. “We hold each other accountable,” she said. Both sides give and receive feedback, and postmortems are standard. “We know it’s because we want to get better,” she added. Zarnow agreed: “We’re not just their agency—we’re their ally.”
Creating Work That Resonates
Zarnow said the best work comes from trust. “That’s what pushes ideas over the finish line,” she said. A recent internal campaign and trade show activation showed how alignment leads to impact. “We collaborated in real time, on set, tweaking things together,” she said. “People saw themselves in the work—and they were proud of it.”
Confidence That Builds, Not Stalls
As the partnership matured, the team kept evolving the brand. “Each year we built on the last,” said Brown. “We’d think, ‘How are we going to top that?’ Then we’d find a new angle.” The key, she said, was reflection—each brief starts with a recap of where they’ve been and where they want to go.
Keeping the Brand Consistent—and Fresh
Zarnow emphasized the importance of consistency. “We didn’t just create the brand and walk away. We’ve stayed involved to help it evolve,” she said. That ongoing stewardship has allowed the team to build off past work and avoid brand drift. “We’re maintaining and strengthening it together.”
What Makes It Work: Joy and Trust
Asked to sum up the partnership in one word, both didn’t hesitate: “Fun,” said Brown. “Joy,” said Zarnow. Both credited the people and the subject matter. “It’s hard not to love working with pets,” said Brown. “But it’s also about the trust. When that’s there, you can focus on creativity—and have a good time doing it.”
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Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.
