Range Left London

ABOUT

King Animal Hospital is a ground-breaking animal treatment facility in King City, Canada. Its mission is to revolutionise animal care and be a catalyst for knowledge exchange. Its aim is to ensure that every animal has access to the most compassionate and committed care possible. The founders’ core beliefs are ‘Demonstrate Compassion, Nurture Innovation, Share Knowledge, Inspire Others.’ Our brief was to help encapsulate the communicative and emotive side of those notions, both in the wording as shown above, and visually through a gentle and sophisticated graphic delivery. Thus Range Left was commissioned to create King Animal Hospital’s full branding and its Tone of Voice as well, defining its marketing positioning in order to attract and recruit top-flight surgeons and veterinary professionals, as well as creating awareness for future clientele and the broader medical and social spectrum.

The brand’s execution covers a diverse range of media, with an initial focus on stationery and social media.

Set to open its doors in early 2023, the impressive four storey 58,000 sqft building will boast purpose-led architecture and interiors by a renowned designer. It will provide primary care, diagnostics and rehabilitation for all manner of animal kingdom clients, with access to innovative medical technologies and rare access to facilities for niche treatments such as equine CT scanning and hydrotherapy. Whilst the ‘King’ element within the hospital’s name derives from its geographic location, it also serves as a metaphor representing the paragon of care and the uncompromising mission at the brand’s core. The crown becomes the symbol for leadership and standards, whilst its contemporary and gentle styling reflects the corporate ethos of humility and respect.

The custom lettering for the word-mark carefully echoes the building's interior architecture, its refined and unusual features and the unique, upscale nature of a space designed to accommodate and to empathise with the various sizes of its patients.

The brand message is delivered through a rich colour palette of a deep forest green and matt gold accents. A simple but contemporary sans typeface is paired with traditional but carefully crafted and executed print techniques, to reflect the hospital’s mantra, ‘Leading with Care.’ These qualities are made tangible through the printed media and have been carried through to their digital representations, to ensure that the brand aesthetics represent the depth of the brand’s beliefs across all media.

Although the hospital is still being created, with the founding thoughts carried through to the foundations laid to support the ground-breaking building, our preliminary social media posts have helped communicate the journey for both public awareness and the successful recruitment of top-flight staff. The hospital’s purposeful differences are also communicated via the brand to its prospective clientele and for the broader world as a whole, which gathers pace week-on-week. The brand aims to reach anyone who cares, empathises and believes in changing standards in animal care.

All visual aspects produced by Range Left. Copywriting by Tom Hoare.

MADEIT CREDITS

  • King Animal HospitalClient
Annual 2022 ShortlistKing Animal HospitalBranding Project featured: on 27th April 2022 Contributor:

Range Left has been a Contributor since 25th November 2015.

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King Animal Hospital

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