SUMMARY

I was tasked with designing a new branding identity for Gravity's veterinary credit card processing vertical. It included logo design, marketing collateral, and booth designs for conventions and online campaigns. Through strategic branding initiatives, the project aimed to elevate Gravity Payments' presence in the FinTech industry and attract potential clients in the veterinary sector.

The new branding received great feedback having travelled to 5 conventions, ranging from 300 to 9,000 attendees. Over 600 pieces of swag were distributed with the new branding. Within 4 months, 229 new merchants signed up, giving the Vet Team an increase in revenue.

MY ROLE

• Designed a new logo and mark

• Drew custom illustrations

• Standardized layouts for pet sponsor sites

• Created a unified landing page

PROBLEM

Gravity Payments is a credit card processing company established in Seattle in 2004. The Vet Team is Gravity’s niche vertical brand who works specifically with the veterinary community. They’d grown their presence over the past 10 years, working with 1200+ veterinary clinics and practices but needed a brand update to further differentiate themselves from the core business.

The original branding is still currently used but the the Vet Team needed a stronger identity for their growing team as they scale and become more widely known in the vet community nationwide. The new designs needed to maintain the original brand integrity, while be distinctive enough to define their specialization.

CORE COMPANY LOGO & MARK

RESEARCH

TARGET MARKET

• Private clinic / practice owners

• Number of veterinarians in the US: 113,394

• Males: 38%

• Females: 62%

• Average age: 44.6

See US veterinarians data sheet

COMPANY CULTURE

I wanted the designs to reflect the Vet Teams’ generous personalities, strong values, and caring nature.

• Brand personality: Approachable, trusted, consultative, authentic, empathetic

• Brand values: Education, transparency, professionalism

• Brand voice:

  • Our mission is to stand up for the little gal or guy that believes in the American dream and is willing to work to chase it

  • Credit card processing is one of the most predatory industries. We know that, and we want to change it

  • We don't wear suits, and avoid the jargon language of the industry

  • Real human support at all hours of the day

  • We’re honest. So much so, we’ll tell you if we can’t beat a great deal you’re already getting

  • We don’t talk. We listen. You run the conversation and tell us how you want to run your business. We’ll figure out what we can do to help

VISUAL STYLE

I followed the company’s pre-existing style guide for fonts and colours.

1. LOGO & MARK

I began by looking at the 2 different industries (financial services + animal care, the clean graphics of the credit card processing world + the cuddliness of the veterinarian world) and created a visual style that balanced delightfulness and professionalism.

EARLY EXPLORATION

2. CUSTOM ILLUSTRATIONS

Next were the custom illustrations. I was inspired by the Vet Team’s empathetic culture and wanted to created illustrations that were kind, calming and trustworthy. I used rounded corners, gradients to soften the look, and added big smiles to each character. Added to the team’s marketing material, they evoke positive emotional response, increase aesthetic appeal and reinforce brand values.

3. LANDING PAGE

WIREFRAME

MOCKUP

RESULTS

The new branding received great feedback and by the time I finished my contract, had also received considerable exposure:

• The Vet Team attended 5 conventions, each ranging from 300 to 9,000 attendees, and gave away over 600 pieces of swag with the new branding

• Within 4 months, 229 new merchants signed up and the team saw an increase in revenue