Challenge
A vibrant media and conference franchise eager to refocus its brand identity.
Solution
Combine a brand realignment with adjustments to operational structure.
Result
Cohesive branding and collaborative workflows to articulate it consistently.
The dvm360 media family and supporting Fetch veterinary conferences have been riding a wave of history.
Half a decade after women first represented a majority of veterinarians, DVM Newsmagazine rebranded as dvm360 to embrace digital and modern looks.
Four years after that, the Central Veterinary Conference (CVC) series rebranded as Fetch in an effort to reflect evolving veterinary team culture.
That was 2017. By 2025, dvm360 and Fetch were ready for reevaluation. They were performing. But the goal was to do even better.
Leadership wanted to concentrate branding to improve competitive power, particularly for Fetch as a unique, live-event CE delivery system.
dvm360 and Fetch’s core values are authority in world-class clinical content, credibility through authentic community, visual beauty, and fearless fun.
Canvasing stakeholder insights, my team and I quickly learned that the brand’s energy could be effectively balanced with the right approach.
We worked to resolve multiple interpretations of the brand, collaborating to give fun and beauty context and proportion to the business.
Following stakeholder consensus, we grounded design and messaging firmly in professional authority while retaining signature characteristics.
Together, we examined how brands live and breathe. Fetch’s identity was so distinct that its branding could sometimes be regarded as self-evident.
We established value frameworks as wells to draw from to “launch 101 campaigns.” Variety, spontaneity—consistent with the brand’s competitive advantages.
We also presented conversation-starters for management over the long term.
dvm360 and Fetch were ready to enter the new year with a balanced identity, unified voice and refined business edge.
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