A mark of excellence,
trust and care

DWR, formerly known as Dick White Referrals, invited JWDK to conduct a market perception study of their brand and in turn asked JWDK to create a new brand identity. The organisation was going through change and felt that the brand needed to position them more as veterinary specialists rather than a local clinic.

JWDK conducted interviews and surveys across the four key audience groups; first opinion vets, employees, students and pet owners. A one-day brand workshop with lead clinicians at DWR enabled JWDK to understand the motivation for change and the future aspirations of the business.

The results of the research formed an excellent foundation for the brand strategy and creative work which followed. The core essence of the new brand, ‘Excellence. Trust. Care.’ was adopted as a tagline for the business. A quality monogram logo was designed using the initials DWR, forming the centrepiece of the new visual identity system along with a defined pink and grey colour scheme. The brand was rolled out across many applications including website, signage, information packs, exhibition stand, scrubs/uniforms and internal communications.