BluePearl, the largest specialty and emergency veterinary practice in the U.S., helps pets when they need it most. BluePearl partnered with 50,000feet to develop a distinctive yet complementary brand within its parent company Mars Inc.’s global ecosystem combining exemplary expertise and an unwavering passion for pet care across its network of interdisciplinary pet hospitals.
After being acquired by the pet care subsidiary of Mars Inc. in 2015, BluePearl has experienced rapid expansion both in building new hospitals and adding existing hospitals to its network. Recognizing the challenge to maintain a cohesive image and story amid this growth, BluePearl and 50,000feet partnered to create a scalable brand identity system and ownable positioning within the marketplace.
50,000feet created a strategic brand platform to align BluePearl’s primary objectives: to provide the owners of sick and injured pets the best experience during their most difficult moments, build lasting relationships with referring primary veterinarians and attract and retain top talent within the specialty and emergency veterinary care disciplines. The brand platform articulates BluePearl’s mission, vision and value proposition as well as audience-segmented value propositions. Building from this foundation, 50,000feet modernized BluePearl’s visual expression to represent the company’s unique position in the specialty and emergency market.
The BluePearl brand identity system allows the company to maintain consistency and communicate as one company as it continues to add more hospitals to its national network.
In addition to evolving the master brand, 50,000feet also developed brand signature variations to help BluePearl communicate through its business units: Pet Hospital, Pet Hospice, Blood Bank and Foundation.
50,000feet developed a brand signature, typographic approach, palette and photography style and created custom graphical treatments and iconography to support communications across all of BluePearl’s communications platforms and channels.