Overview

Dr. Treat is a new-age veterinary clinic that reimagines pet care for modern, urban pet parents. With a concierge-led model combining clinical excellence, holistic wellness, and personalised service, Dr. Treat sets out to redefine how veterinary experiences are delivered—both digitally and in physical environments.

The Friction

In a category defined by either sterile clinical setups or digital-only offerings, pet parents found themselves choosing between convenience and care. The challenge was to build a brand and experience that bridged this divide—combining warmth, efficiency, and trust into a cohesive, premium service.

The Thinking

We led a comprehensive brand audit, customer insight study, and competitive landscape mapping (across players like Modern Animal, BondVet, Fuzzy, Dutch). What emerged was a gap: no brand was owning the sweet spot between telehealth convenience and boutique veterinary hospitality. Dr. Treat was positioned as the “sophisticated, tech-forward vet care experience for passionate pet parents.”

We developed the Spirit (brand values and voice), Symbol (visual identity and UI), and System (service design flows, digital product behaviours, and clinic experience principles). From membership design to telehealth journeys, every interaction was built to reduce anxiety—for the pet, the parent, and the care team.

The Transformation

The website, product experience, clinic architecture and touchpoints were all restructured around three key ideas:

1. Ease of access (digitally enabled systems, telehealth, CRM, data-driven personalisation)

2. Emotional clarity (friendly voice, brand tone, pet-parent rituals, digital onboarding)

3. Clinical credibility (licensed practitioners, quality diagnostics, transparency)

Outcome

Dr. Treat emerged as one of San Francisco’s thoughtfully digitally integrated, experience-led pet care brands. The new brand language unified designed for belonging, and embedded future-ready tech (tele-vet, EHR, concierge flows) into a seamless ecosystem.