A Vet Brand Pet Parents Connect With

More than a website: the words came first

Drovers Vet Hospital in Wanneroo, Western Australia, came to ThinkStory for a new website, but the real work started with a full brand messaging strategy. Working closely with the practice's CEO, we built the language of the brand from the ground up, and the biggest shift was a single idea: their clients are not pet owners, they are pet parents. That one repositioning changed how Drovers speaks to people who love their animals like family, and it is the messaging they now use across all of their marketing.

• A practice whose warmth and standard of care their old site never conveyed
• Messaging that needed to speak to pet parents, not treat them as customers
• A website that had to connect people to the team, the care and a booking

A brand messaging strategy, built with the CEO

We spent real time with Drovers' CEO shaping a strategy that speaks appropriately to pet parents and empathises with them. The point was to help Drovers communicate more clearly and more effectively with the people they care for, so that every message sounds like it comes from someone who understands what a sick pet means to a family. As the language landed, the relationship between Drovers and their clients grew stronger, because the clinic was finally talking to pet parents in their own terms rather than at them.

A website that brings people closer

With the messaging settled, we built Drovers a new website on Webflow, with a CMS the team can run themselves. Everything on it works to connect the practice more closely with its clients: it introduces the team so people know who will care for their animal, it communicates the standard of care clearly, and it lets a worried pet parent book an appointment quickly instead of hunting for a phone number. Years of writing from their old WordPress site came across in the move, so nothing they had built was lost.

Messaging that carries across everything

Because the brand messaging strategy sits underneath everything, it does not stop at the website. Drovers now use the same pet-parent language across all of their marketing, so a social post, an email and a service page all sound like one practice with one voice. That consistency is what makes a clinic feel trusted and familiar, and it is the part of the work that keeps paying off long after a site goes live. The words came first, and everything else reads from them.

Positioning that helped seal an acquisition

The clearest sign the work mattered came later: Drovers has just been acquired by another company, and the new positioning we built was instrumental in making that happen. A practice that knows exactly who it speaks to, and why, is a far more valuable business than one that does not, and Drovers had become exactly that. What began as a website and a brand messaging strategy ended up strengthening the whole business, right up to the moment someone wanted to buy it.

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