American Veterinary Medical Association
Throughout its 150-year history, the American Veterinary Medical Association (AVMA) had never undertaken a serious rebranding project. This was fine for a number of years, as the veterinary industry remained close to its roots: mostly older males in rural locations. In recent decades, though, the profession has begun to skew much younger and more female-based, with more practitioners than ever in urban areas. The AVMA needed an entire brand overhaul—they not only needed to look better and sound better; they had to do so in a way that finally spoke to its evolving membership.
Working with QNA Group, we contacted nearly half of AVMA membership—over 40,000 individual veterinarians— to learn how the AVMA can best serve their needs, and what they want from a refreshed AVMA brand. We delivered a new logo that paid homage to AVMA’s longtime mark—something recognizable yet reenergized; a modular brand system that could be adapted for AVMA’s many different product lines, services and strategic business units; and a new strategy with positioning and messaging that truly reflect the organization’s current member makeup.