VMX Brand Identity
Client: North American Veterinary Community
Brands: VMX (Veterinary Meeting and Expo)
Partners: NAVC In-house Marketing | Evolve Agency
Role: Creative Direction | Brand Design | Graphic Design
Time Frame: 2017-2018
After more than 30 years as the North American Veterinary Conference, the event had become so much more than what it was at its foundation in 1984. This evolution, along with a move to the Orange County Convention Center (OCCC) and NAVC’s continued overall growth, led the need for a new brand identity to better represent the organization’s current and future endeavors. The event's brand was overhauled and redesigned in 2017 by in-house creative and partnering agency Evolve. The NAVC launched VMX (Veterinary Meeting and Expo) at the 2018 annual conference. Over the years since the launch, the conference has grown to become one of the largest events in the veterinary profession.
The Challenge
Create a new brand identity and brand design strategy that would promote a cutting-edge design to appeal to all of NAVC's target audiences, and position the brand as forward-thinking, innovative and edgy. The new brand creative would separate the conference from the NAVC brand, to further raise awareness that the conference is one of many NAVC events and initiatives to support their mission. The overhaul needed to align with other major conferences across different industries around the world that is simple and memorable enough to be a household name among all veterinary families.
