East Village Green: my own vet, rebuilt from scratch.
East Village Green is a real, independently owned animal hospital in Levittown, and it happens to be my own vet. The care is excellent. The website and logo had not kept up. So I redesigned the whole thing, brand and site, unprompted, to show the owner what it could be. Here is the before and after.
and palette
across the site
HTML, CSS, and JS
desktop and mobile
Great care, hidden behind a dated web presence.
East Village Green is exactly the kind of independent hospital worth rooting for: family-owned, community-rooted, and genuinely good at what they do. Online, though, none of that came through.
The old logo packed a tree, a caduceus, and three animal silhouettes into one mark, so dense it turned muddy at small sizes. The website was an early-2000s purple template: cramped text, a strip of caged-animal photos up top, and a layout that fought the reader. For most people finding a vet on their phone, that was the entire first impression.
An identity rooted in the neighborhood.
A custom mark ties a tree to the silhouettes of a dog and a cat, a nod to "the green" and to the animals themselves. Warm forest and honey tones replace the cold blues and reds of corporate vet branding. Fraunces gives the wordmark character; DM Sans keeps everything legible.
From a blank page to a place you'd trust.
A mark that means something.
The logo builds "the green" into the brand: a tree whose canopy shelters a dog and a cat, set in a warm forest palette with a honey accent. It reads as caring and independent, not clinical or corporate.
- Custom logo mark and wordmark
- Forest, honey, and moss color system
- Fraunces and DM Sans type pairing
"Compassionate care, right on the green."
A full-bleed hero of a vet and a dog sets the emotional tone in the first second. The headline leans on the neighborhood, and quick trust cues (walk-ins, house calls, in-house lab) answer the practical questions right away.
- Warm, documentary-style hero photography
- Trust cues surfaced above the fold
- Clear "request a visit" path throughout
Everything, under one roof.
Seven services, from wellness exams to surgery, digital imaging, and grooming, are laid out clearly, alongside a "people behind the care" section that leans into the independent, know-your-name positioning.
- Seven services, plainly explained
- Team and community-rooted storytelling
- House-call and end-of-life care handled with warmth
Language that sounds like a neighbor.
The copy avoids corporate vet-speak. It is plain, warm, and local: "not a corporate chain," "you will know us by name." Every line is written to make an anxious pet owner feel like they have found the right place.
- Warm, plain-language voice throughout
- Local and independent positioning
- Reassurance written for anxious pet owners
The full concept, built and browsable.
This is not a mockup in a slide deck. The concept is a real, responsive website you can click through, hero to footer, on desktop or your phone.
This is the brand and build I bring to real businesses.
Concepts like this are how I sharpen the craft. If you want it pointed at your business, let's talk.
Currently accepting select independent clients.
