IndeVets: Branding & Website

Armor, 2020 — 2022

The Ask:
Give the veterinary staffing startup a voice.

The Solution:
Set the foundation for an uplifting, unique brand from which IndeVets can grow.

The Brand.

When I started this project, it was clear IndeVets had a lot to say. But no unified way to say it. So, I conducted a content audit of their existing brand materials and worked closely with the clients to identify their mission, values, and uncover the brand’s innate personality.

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Then I translated the guidelines into copy they could use for their website…

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and beyond.

The Website.

After just one year since launching the new brand, IndeVets expanded to over 20 states. The team realized they needed to recruit more amazing veterinarians and their website needed to reflect that focus. So I was stoked when the Armor team reached out to ask if I’d like to be involved once again.

hop on over to indevets

The Stories.

A large part of the redesign was incorporating real stories from real IndeVets. It was my job to sift through the many quotes, various pamphlets, and interviews to identify the stories that best fit IndeVet’s brand pillars.

I dug through hundreds of quotes to find the ones that best represent the key benefits of being an IndeVet.

We used these stories in various places on the site to reinforce the content and showcase the vets’ side of the story.

I was incredibly moved by Dr. Debra’s story. It’s truly rare to
witness a brand making this kind of impact on a person’s life.

The Favorites.

Websites are always some of my favorite projects because they bring together the best aspects of copywriting. I got to throw down big headlines and whip up little CTA buttons. I got to write punchy, punny quips and finesse long-form flows. I got to read as much as I got to write. And I had the space to do my thing with a strong team beside me every step of the way.

But it was a big project. So instead of going through every part of the site, here’s some of my favorite lines, sections, and excerpts. If you want to see more, you can always visit the site.

indevets