Changing perceptions of Vet Times

Vet Times came to us at a turning point. With a new CEO in place and fresh business objectives, the brand needed to reflect a shift in ambition and help bring the team on board with where the business was headed.

Our research showed that younger professionals were key to the platform’s growth. We helped move Vet Times from being a trusted publication to a dynamic space for veterinary communities to connect, share and learn.

We began by understanding and tackling the issues facing veterinary communities today, to create a purpose statement and brand messaging that helps demonstrate their relevance in the modern veterinary world.

Unifying heritage and innovation

We developed a brand identity that respects Vet Times’ publishing legacy while making space for innovation. A classic logo and typographic system nod to its editorial roots, while bold colours and flexible layouts bring it into a digital-first future.

The logo monogram reflects the connections and conversations happening across the veterinary world. The brand is confident, intelligent and inclusive, designed to build pride and reflect a growing, global community.

Building credibility with cohesion

Previously, Vet Times’ different offerings such as print, podcasts, CPD and advertising were treated as standalone products. This fragmented experience diluted the overall impact of the brand.

We created a clear brand architecture that brings all of Vet Times’ services together under one unified identity. The result is a stronger master brand and a more seamless experience for users and partners alike.

Balancing both user and business needs

Vet Times is committed to keeping its platform free for the veterinary community. We designed a smarter approach to advertising that supports this mission while putting the user experience first.

Ads are now contextually placed based on content type and topic, making them more relevant to readers. This improves engagement for advertisers without compromising usability, and helps the platform remain accessible to all.

Future-proof content

We supported a shift from print-first to digital-first content. CPD articles that previously saw low engagement were restructured into bite-sized, clinically relevant formats for use in practice.

This growing library of clinical content is designed to scale, making it easier to serve the next generation of professionals who expect to find answers quickly. With the right structure in place, Vet Times is positioned to lead in digital clinical content.

Shaping the site around user needs

We tested prototypes with attendees at the London Vet Show, gathering direct feedback from the people who use Vet Times every day. These insights shaped our decisions before full investment in the clinical proposition.

Vets appreciated the cleaner, more intuitive design and the concise, accessible format of clinical articles. Their strong dislike of pop-up ads also helped guide our advertising strategy in a more user-friendly direction.