SociaL MediA
for PetS + VetS
Veterinary Emergency Group (VEG) is a 24/7 emergency vet brand built on transparency, urgency, and care for pets. As the brand continued to add to its network of 120 clinics across the USA, their social presence needed to feel cohesive, recognizable, and scalable while still reflecting the bond between pets and their guardians.
The Challenge
Create a social identity that could support everything from educational posts and live vet sessions to community stories and real-time updates. The system needed to feel structured but flexible, bold but compassionate. It also had to work across multiple formats without losing visual consistency.
My Role
I designed a modular social identity system built primarily for Instagram, with flexibility across feed, story, carousel, and live content. I established layout structures, type treatments, and a rhythm within the VEG brand to create a dynamic but cohesive grid. I also developed lower thirds and badge systems for video content so motion and static posts felt connected.
The Result
The exploration evolved into a social system that was executed across live posts on VEG’s social media channels. The feed felt intentional. The stories felt branded. And the identity allowed pets and vets to feel equally present in the conversation.
The system gave VEG a clearer, more cohesive voice on social while supporting the pace and urgency of a 24/7 emergency brand.
Art Direction:
Ed Adams
Design:
Matt Gallo
Copy:
Sharon DelRocco
Project Management:
Lauren Citarella