OncoK9 brand refresh
Blending
emotion
with science
Client
PetDx
Services
Brand identity
Messaging
Strategic direction
The PetDx brand was established on the groundbreaking science that was brought over from the human space to the veterinary industry. Due to the company’s heavy scientific focus, the brand lacked the important emotional aspect associated with early canine cancer detection. With the launch of a new product portfolio, the goal was to refresh the OncoK9 identity to spark connection, stand out in the market, and anchor their new “B*rk Cancer!” movement.
The process
I collaborated closely with the creative team to audit the existing brand, conduct competitive research, and identify opportunities for differentiation. Our strategy emphasized emotional storytelling, leveraging the bold color fuchsia, nostalgic photography, and a softer typography pairing to humanize the brand.
Logos
The primary, secondary, and product logos were refreshed. Emphasizing the fuchsia and putting ‘K9’ in a box to help emphasize the correct pronunciation of ‘onco-canine’.
New Secondary Logo
Colors
The refreshed color palette, places more weight on fuchsia and gives the two products under the OncoK9 umbrella differentiation.
Fuchsia
Fuchsia is the brands primary color accompanied by tints and shades to be used for design versatility.
Grey
The greys are used to complement the primary and secondary colors.
Sky
Sky is one of the brand's secondary colors. It is used for OncoK9®Screen, one of the sub products under the OncoK9® brand umbrella.
Lime
Lime is one of the brand's secondary colors. It is used for OncoK9®Dx, one of the sub products under the OncoK9® brand umbrella.
Typography
The brand’s original sans-serif font of Roboto conveys a sense of professionalism and alludes to PetDx’s esteemed scientific credibility. Bringing in the serif font of Gelica added a balance of softness and emotion to the heavily scientific brand.
For headlines & short messages
For sub-headlines & body
Photography style
With the goal of bringing in more emotional aspects to the brand, a vintage film photo style was implemented to elicit feelings of nostalgia, appealing to both veterinarians and pet parents on an emotional level.
Before
After
The refresh transformed OncoK9’s brand presence, positioning PetDx as a category leader with both scientific credibility and emotional resonance.
The fuchsia-led identity became instantly recognizable at events and online, driving increased social engagement and stronger connection with veterinarians. Post-launch feedback confirmed the refresh as a key driver of brand recall and helped set the tone for future campaigns.