Covetrus Ascend

Creating an impactful go-to-market identity for the industry first cloud-based offering from global Animal Health tech powerhouse Covetrus

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Empowering veterinary practices with powerful cloud-based software

Based in the US but operating globally – from Asia-Pacific and Europe to the Middle East and Africa – SaaS company Covetrus offers cutting-edge technology and services to animal-health businesses. Its first cloud-based product, Ascend, is one of its most powerful offerings.

The workflow-driven technology enables veterinary personnel to manage patient and client care from a single digital interface, whether team collaboration and appointment management or patient consultations and quote estimates, plus everything in-between. In short, full connectivity and a seamless, one-stop shop experience.

Challenged to create a uniquely Covetrus product identity that stands-out as an industry-first

Having collaborated with Covetrus since 2018 – acting as both a strategic and creative partner across the globe – Bray St. was expertly-positioned to support the launch of the new cloud-based product.
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Bray St. was challenged to create a distinctive identity for the Ascend product – delivering cut-through in the markets while reflecting its game-changing benefits – that was still connected to the existing Covetrus brand.

Position Ascend as the industry’s first cloud-based SaaS solution

The identity focused on distinctive illustrations, dynamic animation and movement, clear and creative messaging, and a unique product identifier – a suite of brand codes to be deployed by the internal teams at Bray St. and Covetrus.
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Uniquely APAC and EMEA audience-focused imagery revolved around an emotive connection between animal healthcare and technology, flexibility and agility, plus growth and profitability.

Finally, Bray St. wrapped these Ascend brand codes into the Covetrus colour palette, connecting the game-changing, cloud-based product to its long-standing brand owner. Completing the loop was a product guide and toolkit, template assets; and rich launch material such as showreel, digital platforms, collateral and communication assets.

Delivering ownability, connectedness and distinctiveness

The pilot launched in mid-2022 across EMEA and APAC, while the Ascend software and platform is well-placed for customer adoption in 2023. Keep an eye out for an announcement of the results in Q4, 2023.

“Having been a long-term partner and extension of our marketing team for over five years, Bray St. hit the ground running with this brief, delivering a unique but connected identity for the launch of our first cloud-based product in the EMEA and APAC regions. A powerful tool that enables more efficiency for busy veterinary practices and their personnel, it’s an innovation we are particularly proud of here at Covetrus, so expectations were high for the creative and strategic thinking. As ever, team Bray St. delivered distinctive branding that sets up our latest game-changing product for long-term success.”

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