CLIENT
GoodVets

PROJECT
Targeted Campaign Toolkit

ROLE
Lead Designer, Art Direction, Campaign Strategy

PROCESS
Research ~ Ideate ~ Design

GoodVets partners with local veterinarians to create and operate full-service animal hospitals. Their model combines modern, design-forward facilities with compassionate care — and a co-ownership structure that empowers veterinarians to run successful practices with less financial risk.

GoodVets came to us looking to boost applications for their New Grad program, a critical talent pipeline for their growing network. They needed a campaign that reflected their elevated, future-focused brand while standing out in a competitive hiring market.

  • Increase awareness and applications for GoodVets’ New Grad program

  • Differentiate from competitors with more traditional or outdated visuals

  • Communicate sophistication and opportunity without losing warmth

The approach

We built a campaign concept around “the space you work in.” For GoodVets, this meant showcasing their facilities — bright, modern, and built to support both the patient and the practitioner experience.

The visual direction paired elegant minimalism with human warmth:

  • Elevated photography of real GoodVets environments

  • Strategic use of white space and brand color accents

  • Confident, aspirational messaging aimed at new grads imagining their future

The resulting toolkit was flexible, scalable, and visually cohesive — empowering internal teams to execute consistently across channels.

The design

To match the sophistication of GoodVets’ spaces, we created a design language rooted in simplicity and confidence.

Key Visual Themes:

  • Spacious layouts and premium use of white space

  • Monochrome tones with subtle brand color accents

  • Photography showcasing bright, architectural environments

  • Elegant typography system balancing modernity and approachability

The toolkit

Social

Role- and audience-specific variations emphasizing the premium environment and professional growth opportunities.

  • Short, engaging copy designed for high scroll engagement

  • Strong visual consistency across ad sets

  • Authentic facility photography

Video

A short, high-energy video designed for paid social and digital display, using quick cuts and overlay text to highlight key benefits of the New Grad program.

Landing Page

A dedicated lead-generation page with a simple, direct application form — designed for quick conversion and clean mobile usability.

  • Compelling headline that positioned GoodVets as an aspirational first career move

  • Streamlined form layout to reduce friction

  • Integrated analytics tracking for performance optimization

Print & Out-of-home

Billboards and flyers designed for clean readability and modern brand expression — aligning digital and physical touchpoints through cohesive typography, tone, and imagery.

The impact

The campaign positioned GoodVets as a leader in veterinary career experiences, not just another employer, but a brand where environment and excellence go hand-in-hand.

Highlights:

  • Elevated brand perception and recognition among veterinary graduates

  • Increased candidate inquiries via the landing page

  • Consistent creative execution across all paid and owned channels

Back to work
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