Covetrus

Enterprise Rebrand
Country Base: USA
Industry/Sector/Keywords: Animal Health, Pet Care, Veterinary Services, Veterinarians, Pet Food, Healthcare, Pharmaceuticals, Medicine, Nutrition, M&A, Mergers & Acquisitions, Platform, Supply Chain

Below: Before and After Images in Slide Show, Summary, Credits

Summary
Industry Setting

When Vets First Choice and Henry Schein Animal Health planned to merge they tasked us with the challenge of bringing together two distinctive brands and rallying them around a common identity. Covetrus, the new company formed by the merger between the two animal health businesses, is a leading global, technology-enabled animal health business. Some of its industry competitors include Zoetis, Vetsource and Elanco.

Challenge

The merger created a comprehensive platform and supply chain infrastructure fully dedicated to supporting the veterinary channel across the globe. It reimagined the future of the industry by partnering with animal health practitioners to deliver better care, run better practices and unlock new opportunities. This new platform had the potential to be disruptive in an industry sorely in need of modern support. But the brand couldn’t be rooted in disruption – it needed to reassure veterinarians that a new kind of company was putting innovation to work on their behalf.

Strategy

We worked with a cross-company, cross-geography team to develop a new brand purpose, “advancing the world of veterinary medicine,” and new name, Covetrus. The name, Covetrus, is anchored by the “vet” and elevated by its commitment to working collaboratively. Its new logo, featuring a vibrant hexagon C symbol, brand voice and visual system, creates a contemporary expression that sets the brand apart in the marketplace. To navigate future evolution and growth, we created a brand architecture that would allow seamless incorporation of more entities under the umbrella of one integrated solution.

Result

In the lead up to its Times Square NASDAQ launch, we armed company leadership and external partners with messaging, launch assets, and ongoing support to drive understanding of a clear, compelling company story for its associates and customers across 25 countries, including the U.S., Europe, Australia and New Zealand.

Credits

Client: Covetrus – www.covetrus.com

Brand Strategists/Designers: Lippincott – www.lippincott.com

Creative Director: Brendán Murphy – Senior Partner

Designers:
Peter Chun – Designer
Angela Ko – Design Director
William Tiki – Design Director
Coco Han – Design Director
Christal Sih – Senior Designer
MyungJin Lee – Designer
Sudiksha Krishnan – Designer

Strategy:
Allen Gove – Senior Partner
Emily Guilmette – Partner
Kristen Koproske – Associate
Brooke Rosenberg – Senior Consultant
Katie Muenck – Consultant

Naming:
Julius Roberge – Partner
Rachel Metter – Associate

Voice:
Lizzie Harris – Partner

2020-02-25T02:05:35+00:00

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