Finding Their Way Back to What Matters

When your whole profession is about care—caring for animals, for clients, for a team—it’s easy to forget to care for yourself. That’s exactly where Ontario Veterinary Medical Association (OVMA) found themselves. They didn’t just need a brand refresh; they needed to reconnect with their why. They wanted clarity, alignment, and a stronger sense of community.

From our very first conversation, we knew this work would be about more than logos or messaging. This was about helping OVMA rediscover the heart of their profession.

Starting with Stories

We didn’t begin with a design brief—we began with conversations. We asked veterinarians, staff, and board members to tell us their stories. What brought them to this work? What keeps them going on the hard days? The answers were deeply personal, passionate, and, honestly, sometimes heartbreaking.

As OVMA’s CEO, John Stevens, put it, “This 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—visiting clinics, attending their annual conference, even learning about the latest in veterinary medicine. What we found was a profession full of care but carrying an invisible weight.

The Weight They Carry

One thing kept coming up: veterinarians were struggling. The mental health crisis in their field was real. Perfectionism, isolation, and burnout were leaving so many feeling like they had to keep it all together, all the time. “We’re not allowed to feel unsure,” one vet told us. The pandemic only made things harder, fraying the connections that used to happen organically at conferences and meet-ups.

Through our partnership with Empowered EDI, we helped OVMA hold space for these hard truths. We worked together to name their North Star values—the principles that would guide not just their brand, but the way they showed up for their members.

Rebuilding from the Inside Out

In our workshops, something shifted. By naming their values, OVMA was also naming what mattered most: community, care, innovation, impact, and connection. These weren’t just words. They were anchors—reminders that no one in this profession is in it alone.

John described the experience as “invigorating, bringing energy and alignment to our brand storytelling.” And you could feel it—this wasn’t about creating something new, but about uncovering something that had been there all along.

A Stronger, More Connected OVMA

With their values clearly defined, OVMA was ready to step forward with confidence. Their brand now reflects the depth of care and the real, human connections at the heart of veterinary medicine. And maybe most importantly, their community sees itself more clearly—veterinarians, staff, and members all pulling together in a way that feels honest, supportive, and true.

“For organizations who not only want to be understood but to better understand themselves, Harc has been a great partner in this journey,” John shared.

We couldn’t have said it better ourselves.

A Brand That Reflects Their Heart

With a renewed sense of clarity, OVMA was ready to step into a future that felt true to them. And this wasn’t just about defining values—they needed a visual identity that captured their heart and mission. We worked closely with their team to design a new logo and brand identity, one that embodies the warmth, care, and leadership they bring to the veterinary profession every day.

This work wasn’t about reinvention. It was about helping OVMA see—and show—the world who they’ve been all along.

For organizations ready to take that kind of journey, the path starts with a conversation. We’d love to be part of it.