Bringing Zoetis’s sustainability strategy to life by giving it an authentic brand identity
Services
Brand strategy
Comms strategy
Positioning, narrative and messaging
Content creation
Challenge
Zoetis had recently developed their new sustainability strategy, however it had no identity beyond three strategic pillars and some targets.
Our job was to bring the sustainability strategy to life in a credible, relevant and exciting way - enabling Zoetis to connect with their key internal and external audiences and establish a leadership position in their industry as the most sustainable animal health company in the world.
Solution
Through a series of co-creation workshops with key stakeholders, we roadtested a collection of creative platforms that would serve as the starting point for Zoetis’s sustainability brand identity.
Building on Zoetis’s purpose - to nurture the world and humankind by advancing care for animals - we co-created ‘Driven to Care’.
‘Driven to Care’ celebrates colleague's passion and energy for shaping a healthier future for animals and society more broadly. Positioning Zoetis’s approach towards sustainability with optimism, warmth and highlighting their commitment to innovative health solutions.
This positioning was executed with the development of a ‘Driven to Care’ logo that is used to highlight and differentiate the sustainability brand. The use of illustration in the logo and across the strategic pillars injects some playfulness to the identity.
We selected contrasting and striking colours from the Zoetis palette to create intrigue in the positioning - using the recognisable Zoetis orange as our hero colour to hook back into the wider Zoetis brand.
All of the above was brought to life in a launch film that introduced Zoetis’s sustainability strategy externally. We also created posters, digital assets including illustrations, gifs, and lockups, and penned a sustainability narrative to bring everything together under the ‘Driven to Care’ positioning.
AGENCY: GIVEN
© Tom Goddard 2024