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.
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.
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.
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.