When the sun sets in one of Kansas' most populous cities, pet owners have limited options for urgent pet care. Two animal advocates are changing that.

The vast pet care market in Lawrence, Kansas lacked a clinic that provided accessible service and a premier customer experience. Ad Astra Urgent Pet Care is changing that, serving as the only veterinary clinic in a 40-mile radius providing 24/7 access to care along with flexible financing.

We positioned Ad Astra as The Accessible Advocate, whose mission is to strengthen the human-animal bond for the pets of Douglas County, Kansas, by providing life-saving care when they need it most.

Our brand idea "Light the Way" speaks to Ad Astra's commitment to guiding pet owners through the difficulties of their pet's health complications. The brand name is derived from the Kansas state motto, "Ad astra per aspera," meaning "To the stars through difficulties."

The logo serves as a monogram paired with the heart, the universal symbol of health and care, to create an abstract snout of a dog. We selected Owners for the brand typography which the professionalism, reliability, and modernity of Helvetica, with adjusted letter construction that provides a level of softness and quirk. This serves as the perfect vessel for our tone of voice: accessible ease, confident compassion, and local awareness.

The brand system is built around a gradient palette inspired by the sky at various points in the day to signal around-the-clock care. Each gradient conveys a different tone to complement the selected messaging.

Ad Astra is setting a new standard of care for the pets of Douglas County because they are family, day or night.