When you’re part of a profession that dedicates itself to the well-being of others, it’s easy to lose sight of your own. The Ontario Veterinary Medical Association (OVMA) came to Harc Creative ready for more than a brand refresh—they wanted to understand themselves better. They needed clarity and connection, not just within their organization but across their community of veterinarians, staff, and members.
From our first meeting, we knew this was about helping OVMA rediscover the shared values at the heart of their work.
Rediscovering the “Why”
We started by asking veterinarians and staff to share the stories that brought them to OVMA. Why did they choose this work? What kept them going? It wasn’t long before we saw how deeply personal and passionate their answers were. As John Stevens, OVMA’s CEO, explained, this process “wasn’t about our logo, but a deep exploration of who we are as human beings and what principles drive us.”
To really understand their world, we immersed ourselves in it—touring clinics, attending their annual conference, and learning everything from neutering techniques to the latest on cannabis use in dogs. Through it all, we found a profession steeped in care but weighed down by the dual burden of supporting both animals and their owners.
The Invisible Burden
The mental health crisis among veterinary professionals was a key theme. Pandemic isolation had frayed connections, leaving many veterinarians struggling with perfectionism and a lack of vulnerability. Without the informal networks of conferences and meet-ups, it became harder to lean on one another. “Veterinarians often felt disconnected, even though they were part of a larger community,” John noted.
To support this vital work, we collaborated with Empowered EDI, who were leading OVMA’s efforts to address disparities of power and bias. Together, we helped OVMA not only articulate their North Star values but also shed some of the old baggage that had held them back.
Building Alignment and Connection
Through facilitated workshops and deep listening, we helped OVMA uncover the values that had been quietly holding them together. John described the experience as “invigorating, bringing energy and alignment to our brand storytelling.” These weren’t just words—they were anchors, reminding every member of the shared mission that united them.
By focusing on these common values, OVMA was able to see their community more clearly, despite the insularity brought on by the pandemic.
A Renewed Sense of Purpose
With their values defined, OVMA was ready to tell their story in a way that felt authentic and aligned. They weren’t creating something new; they were simply uncovering the clarity that had been there all along. For John, this work was transformative: “For organizations who not only want to be understood but to better understand themselves, Harc has been a great partner in this journey.”
Your Turn
At Harc Creative, we specialize in helping organizations like OVMA rediscover their heartbeat. If you’re ready to clarify your values, align your vision, and empower your community, we’d love to partner with you. Let’s start your journey today.
