MiGroup brand and structure

Challenge

CVS are the largest corporate veterinary group in the UK, with 83 veterinary practices and over 240 surgeries. Mobas was asked by CVS to work on the creation of a brand identity for a new arm of their business. The project included the creation of a brand identity and a commercial structure for the brand and subsequent sub-brands.

The brief was to create a striking visual identity and a brand proposition and also included packaging design, name generation, marketing collateral and website design. Future growth was also to be considered giving the brand longevity and a strong identity.

Strategy

Mobas investigated what was being done within the industry and what would make the CVS offering stand out amongst the crowd. A name was decided upon, ‘ MiGroup’, allowing individual brand elements to branch off from that, for example, MiPet is the pet focus arm, MiVetClub is the buying group set up for vets to belong to and purchase product from. Each ‘arm’ of the business has a clear and distinct look while also being obviously part of the same offering.

Results

The MiGroup brand structure has now been rolled out to market and many arms of the business have now fallen within this structure, each one having its own logos and identities created for it. The visual identity and brand structure have been embraced by CVS and MiGroup continues to grow.

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