Led cross-functional teams to champion brand evolution, develop award-winning creative teams, and contribute to strategic initiatives, resulting in a 10K membership increase for the association.

AVMA is a leading advocate for the veterinary profession, representing 99,500+ members in public/corporate practice, government, industry, and academia. It was founded in 1863 and consists of the association, foundation, 2 insurance trusts, student organization, and political action committee.

Challenge

Create an award-winning creative department and an unbeatable brand that dominates the market. Develop the brand as a consistent and cohesive member experience. Showcase the members by delivering authentic brand storytelling across complex segments, ranging from tenure and practice types to specialties.

Role

Creative Director

Action

Integrated design thinking and user experience principles into brand strategy and execution.
Led cross-functional teams in developing and implementing a historic re-branding initiative that transformed the organization's identity.
Partnered with research and agency groups to provide expert guidance on brand creation, leveraging internal organization expertise.
Directed brand evolution and implementation across different marketing mediums, including print, digital, video, events, and websites.
Educated organization on brand guidelines to maintain consistency.
Collaborated with a digital agency to overhaul website for better user experience.

Results

10% membership growth and increased year-over-year member satisfaction scores.
Creation of a comprehensive brand guide and organizational adoption, leading to a 30% reduction in agency costs.
Implemented a video and photography strategy
Multi-year GD USA In-house Award Wins.

Deliverables

Brand Guide
Marketing Collateral
Business Stationery
Member and Public-facing Materials
Social Campaigns
Video and Photography Strategy
Events Design
Website Redesign.

Credits: AVMA Creative, Marketing and Communications, OOMPH, Inc., 88 Brand Partners

Brand Guide Creation

Both qualitative and quantitative research were used to inform market positioning, messaging, and brand traits.
A comprehensive communication and visual brand guide was developed based on the research findings.
Guidelines for branding across multi-media channels, including print collateral and digital products, were outlined in detail.
RESULTS: Significant reduction of 30% in outside vendor costs and a considerable reduction in production time.

Communication and Visual Brand Guide

Photography and Motion Strategy

AVMA's brand photography strategy sought to represent the diversity of the membership.
Photoshoots featured brand-colored props and carefully selected human and animal models representing the membership's various practice types and professionals.
Authenticity was a top priority, and real members were the focus of the photoshoots to demonstrate the organization's commitment to serving its members.
Motion Strategy consisted of genuine storytelling of members and their experiences as professionals and AVMA members.
Iconography was strategically used to simplify complex material into easy-to-understand content and create engaging animations.

Photography and Motion Strategy

Photography and Motion Branding Examples

Brand in Action

Examples of branding include product collateral, member retention strategies, and public-facing campaigns.

Website

The new website prioritized content, enabling it to drive the design with dynamic content curation and flexible page layout components.
Defined UI color palettes, typography treatments, iconography, and photography usage, created a polished user experience.
Login pages underwent a thorough audit and update to ensure uniform nomenclature, graphics, and pattern affordances.