Case Study
Vetra Systems
B2B2C
Logo suite
Typography system
Color palette selection
Brand asset library
Verbal identity & messaging
Brand guidelines
Brand-ready UI library
Vetra Systems is a veterinary practice platform built to support continuity of care across clinics, teams, and pet owners. We designed the brand identity and product design system, defining the visual language, core UI patterns, and foundational screens used across the clinical and client experience.
RESULTS
The outcome was a cohesive brand and system that supported consistent UI decisions and faster iteration, helping clinics move through records, notes, and communication with less friction, while giving pet owners clearer updates and expectations around care.
Discovery
&
Strategy
We defined Vetra’s mission and value proposition through competitive analysis and research into how clinics manage care across teams and clients. This informed the brand’s voice, tone, and visual direction, creating a shared framework for brand expression and product design.
Color
Vetra’s color system balances calm neutrals with structured cool tones to support legibility and focus in clinical workflows. Accent colors are used deliberately to highlight important states and actions, creating a composed experience for both veterinary staff and pet owners.
Typography
Vetra’s typography system is designed for speed, legibility, and consistency across clinical workflows. Clear hierarchy supports scanning and documentation, helping veterinary teams review notes and records efficiently while maintaining a calm, professional tone across all touchpoints.
Logo
The Vetra logo centers the animal at the heart of the system, using a species-agnostic form that represents care across all patients rather than a single type. The flowing mark suggests continuity between clinic teams and pet owners, reinforcing Vetra’s role in connecting care, communication, and trust across the full care journey.
Visual Language
Vetra’s visual language supports care, continuity, and trust across clinical and client-facing moments. Imagery centers on real interactions between people and animals, using natural light and restrained composition to feel calm and humane. Across product and marketing, visuals are designed to sit quietly alongside the UI, reinforcing the brand without pulling focus from care information.
Product Design System
The design system supports day-to-day clinical workflows while carrying the brand directly into the product experience. Brand colors, typography, and spacing are applied consistently across screens, creating a seamless transition from marketing to in-product use. Clear hierarchy and predictable layouts help teams find, review, and update care information efficiently, keeping focus on patients and task.
The system was designed to scale through shared components and standardized states, enabling consistency as the platform grows.
