The Story

While technically a startup, this client brought a wealth of experience to the table. After years spent inside the walls of a large corporate pathology provider, these seasoned professionals were ready for change. Frustrated by the rigid, impersonal exchange between vets and pathology, they set out to build something better—something that worked smarter, felt more human, and reflected their true values.

They came to us with a clear vision: to create a boutique brand that was approachable, high-performing, and unafraid to have a little fun. They wanted to deliver excellence without sacrificing soul—something they felt had been lost in the corporate environment.

We were given the creative freedom to strike a rare balance: capturing the lighter side of pathology while maintaining a professional, credible edge. The result was a brand that stood out immediately—both in tone and in the way it connected with clients across the veterinary field.

And the impact? Within just 12 months of launching, the business became Australia’s largest independent veterinary diagnostic pathology service.

This is a perfect example of how branding can reflect not just what a company does, but why it exists—and who it’s doing it for.