Crafting a different kind of vets
  • Brand
  • Communications implementation
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Vetsmiths is a new veterinary practice with an unusual name and a very different ethos, inspired by traditional ‘smiths’ whose work epitomises the highest quality and attention to the smallest details. We needed to create a brand identity that conveyed craftsmanship and service, the practice’s community location and family-owned independence, with character to stand out in a busy marketplace.


Our proposition ‘more than just vets’ captured Vetsmiths’ essence. Our distinctive wordmark supports the proposition, distinguishing between ‘vets’ and ‘more than’, while the brand identity exemplifies the hallmarks of the offer and the welcoming personalities of the owners, with locally-shot imagery and quirky illustrations that support messaging. Altogether, it conveys a brand of craft and quality but with the humour and warmth that makes Vetsmiths truly special.


  • Brand positioning, narrative and messaging
  • Visual identity
  • Brand guidelines
  • Launch communications
Communications implementation
  • Literature and stationery
  • Merchandise
  • Environments

Client feedback

We were delighted with the brand Frank, Bright & Abel developed for Vetsmiths. They’ve encapsulated perfectly what we’re about and why we’re different.

Sam Devlin


Transforms Awards Europe 2021 Shortlisted

  • Best use of visual property
  • Best visual identity from the healthcare and pharmaceuticals sector
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