The campaign brief called for something that would cut through and build awareness fast. The strategic concept, developed by Maverix, was grounded in a simple and disarming idea: let the animals announce the news themselves. Each species got its own sound, illustrated in loose, expressive hand lettering that felt spontaneous and alive rather than polished or corporate. The asterisk anchoring each phrase led the eye to the actual message: Our clinics are changing name to Empet.

Photography does the heavy lifting alongside the lettering. Each poster is built from a single, close and characterful animal portrait set against a deep jewel-toned background. The combination of dramatic studio photography and raw, gestural script creates a tension that holds attention: serious enough to feel premium, playful enough to feel approachable.

The lettering system extends across eight distinct executions covering dogs, cats and horses, each with their own sound and their own colour ground, keeping the campaign coherent as a family while giving each species a distinct moment.

The result is a rebrand announcement that speaks in its audience's language, or rather, in their pets' language: immediate, memorable, and hard to walk past without smiling.