Through strategic branding initiatives, we aimed to elevate Gravity Payments' presence in the FinTech industry and attract potential clients in the veterinary sector.
The new branding received great feedback after showing in 5 conventions, each ranging from 300 to 9,000 attendees.
PROJECT
The Vet Team at Gravity Payments handled payment processing specifically for the veterinary community/industry. Being in the business for 10 years, they needed a design update and I was asked to create a logo, custom illustrations, and a sponsor page for their brand.
MY ROLE
Designed a new logo and mark
Drew custom illustrations
Standardized layouts for pet sponsor sites
Created a unified landing page
PROBLEM
Gravity Payments is a credit card processing company and the Vet Team is Gravity’s vertical brand who works exclusively with the veterinary community. Their presence had grown over the last 10 years and provided services for over 1200 veterinary practices.
They needed a brand update to further differentiate themselves from the core business as they scaled nationwide. The new design needed to maintain the original brand integrity while clearly expressing their specialization.
CORE COMPANY LOGO & MARK
RESEARCH
TARGET MARKET
Private clinic / practice owners
Number of veterinarians in the US: 113,394
Males: 38%
Females: 62%
Average age: 44.6
See US veterinarians data sheet
COMPANY CULTURE
I wanted the designs to reflect the Vet Teams’ generous personalities, strong values, and caring nature.
Brand personality: Approachable, trusted, consultative, authentic, empathetic
Brand values: Education, transparency, professionalism
Brand voice:
💚 Our mission is to stand up for the little gal or guy that believes in the American dream and is willing to work to chase it
💚 We don't wear suits, and avoid the jargon language of the industry
💚 Real human support at all hours of the day
💚 We don’t talk. We listen. You run the conversation and tell us how you want to run your business. We’ll figure out what we can do to help
VISUAL STYLE
I followed the company’s pre-existing style guide for fonts and colours.
1. LOGO & MARK
I began by looking at the dichotomy of the two different personalities and created a visual style that balanced delightfulness and professionalism:
Financial services with animal care
The credit card processing world with the cuddliness of the veterinarian world
EARLY EXPLORATION
FINAL LOGO & MARK
2. CUSTOM ILLUSTRATIONS
I was inspired by the Vet Team’s empathetic culture and wanted to created illustrations that were kind, calming and trustworthy. I used rounded corners, gradients to soften the look, and added big smiles to each character. Added to the team’s marketing material, they evoke positive emotional response, increase aesthetic appeal and reinforce brand values.
The pup represents small animals - dogs, cats, etc.
The cockatiel represents pocket pets - birds, rabbits, etc
The llama represents large animals - horses, cattle, etc.
3. LANDING PAGE
WIREFRAME
MOCKUP
RESULTS
The new branding received great feedback and by the time I finished my contract, had also received considerable exposure:
The Vet Team attended 5 conventions, each ranging from 300 to 9,000 attendees, and gave away over 600 pieces of swag with the new branding
Within 4 months, 229 new merchants signed up, increasing the Vet Team’s revenue