Zoetis Equine
Brand Identity, Brand Book
Coming from a category filled with fear- and performance-based marketing, our strategy aimed to capture the emotion behind horse care with the rallying cry “Long Live the Horse.” To bring the brand to life visually, we’ve homed
in on the beauty of connections between caregivers
and horses that show a reciprocity of care – both
putting in as much as they receive.
Agency: Colle McVoy for Zoetis Equine
Designers: Catherine Bretheim, Carli Bruckmueller, Ben Hait
Design Director: Diana Quenomoen
Group Creative Director: Puja Shah
Art Director: Dylan Krenka
Copywriters: Louie Calvano, Alicia D’Agostino
Photographer: Andy Anderson
Designers: Catherine Bretheim, Carli Bruckmueller, Ben Hait
Design Director: Diana Quenomoen
Group Creative Director: Puja Shah
Art Director: Dylan Krenka
Copywriters: Louie Calvano, Alicia D’Agostino
Photographer: Andy Anderson
The campaign’s pattern system is derived from the Zoetis logo and reflects the movement of a horse’s tail
Our color palette builds on Zoetis’ corporate color system by incorporating additional
earth tones that add a premium feel and celebrate horses’ beautiful coats and natural
environments.
Our photography system captures real moments of hard work that vets and horse owners put in to champion horses’ quality of life while our pattern system and typefaces convey the freedom and movement of
horses.
We produced a brand book to launch the campaign internally at Zoetis with print techniques ranging from clear varnishes and intricate diecuts to emotive substrates and gate folds to bring the brand to life.
