Brand Identity & Strategy
Partner Veterinary Emergency & Specialty Center | Complete Brand Development
Challenge: Launch two emergency and specialty veterinary centers from zero brand recognition in highly competitive markets within 12 months.
Strategic Approach:
- Developed complete brand identity and positioning strategy that resonated with both B2B (referring veterinarians) and B2C (pet owners) audiences
- Created visual identity system balancing medical professionalism with approachable, pet-parent-friendly aesthetic
- Established comprehensive brand guidelines ensuring consistency across all touchpoints: digital platforms, physical locations, signage, uniforms, and marketing materials
Results:
- Successfully launched both locations to market leadership position
- Generated $50K in earned media coverage
- Launch events attracted 500+ community members each
- Established referral network generating 15% of new clients
Work Includes:
- Brand strategy and positioning
- Visual identity system and logo design
- Brand guidelines and standards
- Environmental design direction (signage, interior applications)
- Launch campaign creative direction
Branding Guide
Social Media
Marketing Materials
Visit Emmitsburg | Destination Brand & Digital Experience
Challenge: Create brand identity and digital presence for historic Maryland town to attract tourism and establish Emmitsburg as destination for diverse visitor segments.
Strategic Approach:
- Developed destination brand positioning highlighting Emmitsburg’s unique combination of historic significance, spiritual heritage, and outdoor recreation
- Led creative team including graphic designer and copywriter through brand development
- Directed messaging strategy appealing to history enthusiasts, religious pilgrims, and outdoor adventurers
- Oversaw website development ensuring cohesive user experience across all content and touchpoints
Creative Direction:
- Provided strategic direction for visual identity and tone of voice
- Directed copywriter to craft compelling destination narrative
- Collaborated with graphic designer on site design and user experience
- Ensured all creative elements worked together to express brand strategy
Results:
- Established cohesive brand identity and voice for previously undefined destination
- Created comprehensive digital resource serving as primary visitor information hub
- Successfully positioned Emmitsburg’s unique blend of attractions for multiple audience segments
Compassion First Pet Hospitals | Multi-Location Brand System
Challenge: Create brand consistency across five locations while enabling rapid content production and maintaining quality standards.
Strategic Approach:
- Developed comprehensive brand guidelines and creative systems enabling consistent execution across all marketing channels
- Created scalable creative brief process translating business objectives into clear direction for internal teams and vendors
- Established design standards that maintained credibility with veterinary professionals while connecting emotionally with pet owners
Results:
- Enabled consistent brand execution across five locations
- Improved operational efficiency through standardized creative processes
- Successfully balanced brand consistency with local market needs
Work Includes:
- Brand guidelines and visual standards
- Creative brief templates and process documentation
- Multi-location campaign examples
- B2B and B2C marketing materials
Creative Direction & Campaign Development
Educational Conference Growth | Bush Veterinary Neurology
Challenge: Transform small educational event into premiere industry conference and establish BVNS as thought leader.
Strategic Approach:
- Developed comprehensive event brand identity and marketing strategy
- Directed all creative materials from invitations to environmental design
- Created sponsorship program and materials that attracted industry partners
Results:
- Grew attendance from 100 to 400+ attendees within 3 years
- Established event as premier veterinary education experience in region
- Successfully transitioned to virtual format during pandemic, improving ROI
Work Includes:
- Event branding and identity
- Marketing campaign creative direction
- Sponsorship materials and presentations
- Website design and digital marketing
View Cardiology & Neurology Symposium
View 2015 Dogwood Symposium Materials
Online Continuing Education Program | Bush Veterinary Neurology
Challenge: Create first RACE-approved online continuing education program for BVNS, extending brand reach nationally.
Strategic Approach:
- Partnered with neurologists to develop scientifically accurate, accessible content
- Directed creative development of digital presentations maintaining brand standards
- Designed integrated marketing campaign including direct mail and digital promotion
Results:
- 375+ veterinarians completed program to date
- Extended brand presence from regional to national
- Created sustainable education platform supporting brand authority
Work Includes:
- Program branding and marketing strategy
- Creative direction for digital presentations
- Direct mail campaign design
- Marketing collateral
Launch Event Creative | Hope Advanced Veterinary Center
Challenge: Create memorable grand opening experience establishing Hope Center brand in competitive Rockville market.
Strategic Approach:
- Designed cohesive event experience reflecting brand values and architectural details
- Created thoughtful branded touchpoints from invitations to guest gifts
- Developed “Hope in a Jar” concept translating brand promise into tangible keepsake
Creative Execution:
- Invitation design incorporating architectural elements from facility
- “Hope in a Jar” parting gift with seeds and planting instructions
- Event environmental design and branded touchpoints
Content Strategy & Development
Client Education Video Series | Bush Veterinary Neurology
Challenge: Transform complex medical aftercare instructions into accessible, user-friendly video content.
Strategic Approach:
- Identified opportunity to improve client education through video
- Developed video content strategy and production standards
- Produced series of instructional videos maintaining brand voice and visual standards
Results:
- Improved client understanding and compliance
- Enhanced brand perception through accessible, professional content
- Created scalable content production process
View Urinary Bladder Maintenance Video
Brand Storytelling | BVNS “Happy Stories” Book
Challenge: Create meaningful touchpoint strengthening relationships with referring veterinarians and internal team.
Strategic Approach:
- Curated patient success stories demonstrating clinical expertise
- Designed high-quality photobook reinforcing brand values
- Distributed strategically to referral partners and staff
Results:
- Strengthened emotional connection to brand
- Reinforced clinical credibility through real patient outcomes
- Enhanced team pride and engagement
Integrated Campaigns
New Doctor Announcement Campaign | Bush Veterinary Neurology
Creative Approach: Developed interactive direct mail piece featuring crossword puzzle requiring recipients to engage with doctor’s bio and website to complete.
Results: Creative approach increased engagement with new doctor announcement and drove website traffic.
B2B Newsletter Program | The Neurotransmitter
Strategic Approach: Created ongoing content marketing program keeping referring veterinarians engaged with BVNS brand and clinical expertise.
Work Includes:
- Newsletter design and content strategy
- Multiple audience segments (veterinarians and technicians)
- Educational content maintaining clinical credibility
Additional Work
Website Development & UX
- Led redesign and ongoing management of BVNS and BAVI websites
- Implemented online forms improving efficiency: referral submissions, appointment requests, prescription refills, online payments
- Improved user experience for veterinarians, clients, and staff
Bush Veterinary Neurology Service
Bush Advanced Veterinary Imaging
Brand Culture Development | BVNS & BAVI Credo
Challenge: Translate company values into living brand culture.
Strategic Approach: Developed comprehensive credo program inspired by Ritz-Carlton service values, creating employee engagement and brand alignment.
Results: Established shared values and culture across all locations, integrated into new hire onboarding.
Selected work samples showcasing brand strategy, creative direction, and integrated marketing campaigns. Additional work available upon request.
Stacy Ann Walls 