Crafting a different kind of vets
  • Brand services
  • Digital, social & activation
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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.

Vetsmiths branding business cards imagery
Vetsmiths branding website
Vetsmiths branding 'More than just vets' guidelines


Brand services
  • Brand development
  • Brand management
  • Brand campaigns
  • Brand implementation & launch
Digital, social & activation
  • Web & digital development
  • Social media development & activation
  • Film & animation

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
  • Best use of a visual property – Gold
  • Best visual identity from the healthcare and pharmaceuticals sector – Silver
IET: Inspiring a better engineered world

We created a position that reflected the weight, distinctiveness and relevance of the organisation.
Wellington Management: Fresh thinking for a global brand

We created a distinct campaign to stand out in a competitive and crowded marketplace.

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