Name & Logo

I suggested and the client agreed to change the business and website name from the too long and hard to spell Veterinary Wellness Center NJ to simple, easy and clear Glen Rock Vet. We booked a great domain name too: GlenRock.Vet.


I created the tagline “Big Love in a Small Town” for Glen Rock Vet. It suits them perfectly. They’re an unusually loving and fun veterinary clinic. This is a great example of how to show your personality in your brand and not being afraid to be different.

Vision Statement

The business’ “Primary Statement” is the result of the Vision process I take clients through. This succinct statement forms the basis of the entire brand concept. Not to be confused with a tagline, its role is essential in setting the tone of everything else.


I wrote, designed and did all the technology setup for Glen Rock Vet’s updated website, to reflect their new brand. The website showcases their great personality. It’s got considerable layers of information. I incorporated videos and an article library.


I added a blog to the website written by “The Cats in the Basement,” who are real cats Leo and Reba.

Identity System

The identity system includes letterhead, envelope and rack card along with package labels, folding business card and other items (see Welcome Kit).

Welcome Kit

We created a beautiful Welcome Kit for new clients, consisting of: 1. Folder; 2. Fancy Folding Business Card; 3. Coupon Card; 4. Bookmark; 5. Rack Card; 6. 4 Local Business Inserts with Special Deals; 5. Informational Inserts; 6. Feedback Form; 7. Cat / Dog Branded Pens; 8. Branded Label; 9. Outer Shipper with Brand Colored Crinkle Stuffing. Kits also contain treats for your pet and a treat for you.


Glen Rock Vet’s Facebook business page was updated to reflect the new name and brand identity.


We carried the brand through to a new Instagram account, also “written” by the Cats in the Basement, Leo & Reba, in keeping with the brand’s fun style.