Rebranding - Animal Doctors International

Animal Doctors International - Rebranding

As the brand expands, the need to have a more inclusive design language that helps to humanize it and brings more fun to the overall brand placement became more prominent.

ADI itself already has its quirks, but during the development of this whole new visual I was able to understand more deeply about what premium veterinary encompasses and how it should be able to reach a wider audience. From vibrant colors, fun shapes to a whole lot of focus on the happy, smiley furry friends that walk through the door!

The previous design theme was mostly in beige and rather similar to one another with minimal visual pin-points. The use of fonts such as Quicksand was a bit too comical & childlike rather than the premium/ international expertise vibe that the hospital wanted to convey; and the script font added some degree of visual clutter whereas the slogan should be a direct, clear statement for the audience to see.

But it was worth noting that the use of line drawings are subtle and friendly enough to be reused & elevated in a different way. As well as cut-out images of cute animals to be juxtaposed in a more dynamic position to have more impact, more fun!

My new approach was to incorporate fun doodle elements to add in the "naughty" side of pets & how playful they could be. As well as new splashes of colors, brighter tones like yellow, pink, and orange could benefit the brand's image by being more energetic & gives off a youthful feeling that not only the pet but the owner could relate to.

However, the middle ground was to have a balance between the old branding style and this new one so that it's seamless transition & could leave more room for future developments. The current audience is already adapted to the beige / blue tones so any drastic color changes would not be ideal. Therefore, the design needs to be a strategic blend of both old & new; something that is a combination of ADI's professionalism & the burst of excitement in every pet we welcome.

The finalized new design theme included the use of 2 new colors - orange and green, plus a universal new font, Poppins! The shape mask for all social posts switched to having a color shadow that adds more depth to them. This is applied across all countries & in each design will try to prioritize the local language over English to be respectful & inclusive!