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BRAND DEVELOPMENT / AMERICAN VETERINARY MEDICAL ASSOCIATION: LIFE

  • Client

    AVMA LIFE, formerly AVMA GHLIT

  • Services

    Life Insurance Products & Services

  • Launch project

    http://myavmalife.com

ART DIRECTOR
LEAD DESIGN
DESIGN
COPY
PHOTOGRAPHER

PRODUCER
DIRECTOR OF PHOTOGRAPHY

Adriano Rosales
Laurel Komos
Adriano Rosales & Marco Acevado
Bryan Simkin
Jennifer Silverberg
Laura Roeper
Jason Kraynek

 

since 1957, the avma ghlit has made available to members, coverage they can trust. avma ghlit programs are tailored-made for veterinarians, by veterinarians.

For nearly 60 years, AVMA GHLIT has pledged to protect the livelihood of the veterinary community. Today’s veterinarian is more diverse and advanced than ever before. In order for them to continue to provide the level of service that meets the unique needs of this evolving profession, GHLIT needed to change.


A NEW NAME. A NEW LOOK.

In 2015, the Trustees of AVMA GHLIT conducted an extensive research study with AVMA members to discover how they could better serve the veterinary community. Respondents had generic perceptions of the GHLIT brand, the acronym had little equity and was unintelligible for many. Giving the organization a new, simpler name was encouraged along with a fresh new appearance.

Unable to Identify Current Name
46%
Able to Identify Current Name
54%
Feel Current Name Accurately Reflects the Brand
43%

VETERINARIANS AT HOME & WORK

To better communicate how AVMA LIFE was more meaningful to veterinarians, we created a library of images that reflected how they work and how they live.

Although AVMA GHLIT has been offering solutions that are tailored to veterinarians for nearly 60 years, it became apparent during focus groups with current AVMA members, that they want to see this unique distinction across all brand communications.

– Carolynn MacAllister, DVM TRUST CHAIR AT AVMA LIFE


BRAND VIDEO

 



EXHIBIT DISPLAY

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