The Challenge
A startup with a vision and no brand — and an identity problem I hadn't encountered before. The brief required one brand to speak to two completely different audiences: pet parents, who needed warmth and accessibility, and veterinarians, who needed professionalism and clinical credibility. Most brand systems collapse under that kind of contradiction. Airvet needed both, at the same time.
Our Goals
Deliver a complete brand identity end-to-end — logo, visual system, color, brand book, illustration, website, app, and OOH — for a company at the start of a major strategic pivot from D2C consumer to enterprise B2B. The brand had to be ready to grow into boardrooms as well as living rooms.
The Creative Approach
I anchored the direction in trust with a twist: warmth and a gentle sense of humor. The insight was that fear is the dominant emotion when your pet is unwell — and a brand that could make you almost smile in that moment was far more useful than one projecting pure clinical authority. I paired a serif logo with a sans-serif brand system — the serif carrying gravitas and trust, the sans bringing accessibility and pace. Warm colors across the palette. Illustration work that carried the same lightness as the concept. The goal was a brand that felt like it was on your side.
The team
Solo creative direction — I ran the full engagement, hired and directed a copywriter for the verbal identity, and approved all copy. The only creative decision-maker on the project.
Production Highlights
Full-scale brand production as a solo engagement: logo design, complete visual identity, illustration suite, color system, typography, brand book, tagline development, website design, app UI, and OOH templates — all produced and signed off in a single creative director engagement with a commissioned copywriter for verbal identity.
The Impact
Airvet went on to raise $43.6M in total funding, grow to 250,000+ pet families served, and become the #1 rated pet telehealth app in the App Store. Enterprise clients including Adobe, Ceridian, and Rexford Industrial began offering Airvet as an employee benefit — a milestone made possible in part by the brand's ability to speak credibly in a B2B context. The rebrand gave Airvet's enterprise ambitions a face that belonged in boardrooms.
$43.6M
Total funding raised post-rebrand
250K+
Pet families served
4.9★
App Store rating — #1 in pet telehealth
#1
App Store-rated pet telehealth app
