This visual identity was developed as part of my masters program at RMIT University. The project challenged students to create a distinctive, enduring brand for Johnston Street Vet Clinic (JSVC), a well-loved veterinary practice in Fitzroy, Melbourne, known for its warm, community-spirited approach and a broad range of services beyond the standard vet care, including grooming, puppy school, surgery and nutrition advice.

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The brief was clear: avoid the clichéd animal-and-love-heart formula that saturates the veterinary space. Instead, the goal was to develop a flexible, memorable identity system that could communicate the clinic's variety of services while reflecting its playful, personal character.

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The concept I developed leans into the fun and quirky nature of the animals and their owners, the unexpected, endearing moments that make pet ownership so joyful. Rather than a single static logo, the identity is built around a versatile visual system: a set of graphic elements that can adapt across different touch-points: exterior signage, stationery, business cards and beyond, while maintaining a consistent, recognisable personality. The result is an identity that feels lively and approachable, yet cohesive enough to scale with the business and hold up over time.