When a pet owner steps into a veterinary clinic, their first impression is not made in the exam room; it is formed immediately by the look and feel of the entryway, lobby, and decor choices. Clean, cohesive, and comforting visuals help put both humans and animals at ease—and for veterinary groups expanding nationally or regionally, maintaining that brand consistency across every new clinic is no small feat. Take one growing veterinary group, CityVet, as an example. With headquarters in Texas and multiple locations across the U.S., this group opens new clinics each year. Each space must feature the same level of polish—exterior signage, window graphics, lobby murals, and interior artwork—all aligned to the brand’s visual identity. That consistency is not just about aesthetics; it fosters trust, signals professionalism, and contributes to operational success. In one year alone, CityVet planned to launch 25 clinics, an ambitious growth plan that highlighted serious gaps in their printing partner’s graphics and branding process. “Everything that could go wrong, did go wrong,” says Tracy Molina, CityVet’s design manager, who oversees the rollout of construction and design plans for each location. Issues ranged from incorrectly printed artwork to miscommunication about installation schedules. Some graphics were installed upside down or backward. Other locations showed visible color inconsistencies, air bubbles in the vinyl, or uncoordinated site visits that clashed with ongoing construction. The takeaway? Rapid expansion without proper management of branding assets can lead to expensive and time-consuming fixes. For clinics operating on tight opening schedules, every delay in signage or décor directly affects launch readiness and staff satisfaction. After repeatedly encountering issues with previous graphics vendors, the design team knew they needed a new approach and a new visual solutions provider. In coordination with their new design partner, the CityVet team implemented a structured process that addressed past challenges head-on. This included: Collaborative site planning with each clinic’s doctor A multi-page visual spec document tailored for each location Centralized oversight of print production and installation Real-time communication between the installer and the construction team This helped prevent common problems, such as applying graphics to walls that were not fully primed or coordinating installations before a site was clean and ready. The result was a much smoother launch for new clinics and a more confident design team. Clear brand rules keep every clinic looking polished and consistent. Photo courtesy SpeedPro Addison Clear communication is the missing piece What had previously been a source of stress and delays became a streamlined, repeatable system for CityVet’s expansion. However, if there is one theme that emerged throughout the 25-clinic launch, it is that communication matters just as much as service or product quality. Even the most beautifully printed graphics can fall short if no one knows when they are being installed or if they clash with ongoing construction schedules. Successful branding rollouts hinge on proactive updates, alignment with timelines, and documented processes that leave no detail up for interpretation. A dependable print and install partner can become an invaluable resource, but only when expectations, timelines, and standards are clearly set from the outset. For CityVet, after the initial clinics launch with the updated process, the teams involved reconvened to evaluate. What worked? What could be better? How can communication improve even further? This iterative mindset is essential for any veterinary organization managing multiple physical locations. Clinic branding is not a one-time transaction. It’s a living, evolving operation that must be adjusted based on on-the-ground realities, team feedback, and regional differences in clinic design. By viewing signage, murals, and branding as an integrated part of the clinic experience, not a last-minute addition, veterinary groups can streamline expansion and uphold the high-quality care and environment that pet owners expect. CityVet’s experience offers valuable lessons for any veterinary group scaling quickly: brand consistency does not happen by accident. It requires deliberate planning, clear communication, and trusted partnerships. With the right systems in place, what once felt chaotic can become repeatable and reliable. Design and branding checklist An outlined practical checklist distills design lessons into actionable steps for veterinary organizations looking to build consistency, avoid costly missteps, and ensure every new clinic feels like part of the same trusted brand. 1) Planning ahead for branded success Establish a strong foundation with clear brand guidelines before breaking ground on a new clinic. This means codifying everything from logo placement and brand colors to font usage and tone of voice. For example, if your veterinary group uses a soothing teal and rounded typography to communicate calm and approachability, those elements should appear consistently across every new clinic, from the main sign outside to the appointment reminder posters in the waiting room. To make execution easier, develop signage and interior visual templates that balance consistency with flexibility. Wall sizes, window configurations, and entry layouts will vary, so design templates that can adapt while maintaining visual cohesion. Perhaps most importantly, fold these branding needs into early construction planning. If signage or wall murals are treated as afterthoughts, installation can be delayed or, worse, misaligned with lighting, furniture placement, or building readiness. Custom site plans ensure branding fits each clinic’s unique layout and features. Photo courtesy Speedpro Addison 2) Localizing the vision Even with a strong brand identity, each clinic location presents unique challenges. That is where site-specific planning becomes crucial. Developing a detailed site plan, typically 20–25 pages, with floor layouts, elevation drawings, and visual callouts, allows for smooth coordination among the construction, design, and branding teams. Collaboration with the on-site veterinarian or practice manager can also identify necessary modifications. For example, a mural intended for a lobby wall may need to shift if that wall contains utility panels or unexpected windows. It is also vital to confirm installation conditions are optimal: the walls should be fully painted, primed, and free of dust or debris. Skipping this step can lead to poor adhesion and costly rework. 3) Keeping everyone on the same page Communication can make or break a clinic launch. Set expectations early for how often teams should check in, whether through weekly calls, shared dashboards, or milestone updates. Use centralized project trackers, like cloud-based documents or visual planning boards, to keep everyone aligned. These tools allow construction teams, designers, vendors, and executives to see status updates in real time. CityVet found that simply color-coding each install step on a shared timeline helped reduce misunderstandings and delayed openings. The timelines should be realistic and coordinated: scheduling graphic installation too early (before construction is complete) can lead to wasted materials, while waiting too long can delay final inspections and staff onboarding. Photo courtesy SpeedPro Addison 4) Learning from each launch Once a clinic is live, the branding work is not over; it is just beginning to prove itself. Conducting a walk-through with the local team post-installation can uncover small issues (like a misaligned graphic or a missing directional sign) before they become lasting problems. These visits also offer an opportunity to gather informal feedback. Is the space easy for clients to navigate? Are staff noticing areas where signage could be clearer? Photographing the finished work helps document the installation for future planning and serves as a valuable reference when standardizing across multiple sites. Finally, do not forget to regroup with vendor partners at regular intervals. Quarterly debriefs can uncover patterns, flag recurring issues, and lead to process improvements that save time and money as your clinic network grows. 5) Choosing the right partners Scaling a multi-location veterinary brand requires more than a one-time graphics vendor; it requires a trusted partner. Choose collaborators who have hands-on experience managing rollouts across diverse geographies and tight timelines, especially those who have successfully helped fast-growing veterinary groups navigate similar challenges. A branding and interiors partner who has worked with other national groups will be more familiar with the logistical complexities of multi-site expansion. Photo courtesy SpeedPro Addison Requesting a sample installation or visiting a previously completed clinic can reveal the quality and reliability of their work before you commit. Make sure roles are clearly defined: Who is responsible for communication at each phase? Who handles file preparation, material selection, scheduling, and quality assurance? In one instance, a clinic team found success by assigning a single point of contact for the vendor and design team, reducing confusion and improving turnaround time. Successfully branding a new veterinary clinic is about more than just aesthetics; it is about creating a cohesive, welcoming environment that reflects your practice’s values and builds trust with every client who walks through the door. As your organization grows, investing in thoughtful planning, strong communication, and the right partners will pay off in faster launches, fewer mistakes, and more consistent patient experiences. By approaching each new location with a proven checklist and a collaborative mindset, veterinary groups can scale with confidence, knowing that every new clinic looks and feels like part of the same trusted family. Matt Polster owns SpeedPro Addison, a large-format printing and visual solutions company. He has been leading the business for 20 years and has built a reputation for delivering highly customized branding experiences that help clients make lasting impressions.
