Naming and visual ID for veterinary healthcare platform

Background & Challenge

Since 1983, IDEXX has been helping animals and people lead longer, fuller lives. From point-of-care diagnostics to monitoring herd safety and milk quality to water testing, its solutions are used by customers in 175 countries, impacting 2.5 billion people worldwide. Its veterinary practice management systems are used by thousands of clinics and hospitals. Realizing that pet owners are the most important factor in pet care, yet vet offices don’t always partner with them effectively, IDEXX created a comprehensive platform to optimize vet–pet owner communication and engagement. The platform seamlessly integrates with the practice’s management system to connect with clients, leading to smoother interactions, better compliance with care instructions, and better health outcomes for our furry friends. IDEXX turned to Catchword for a name and visual identity. As the largest and most important product launch the company had ever undertaken, the brand identity was crucial. Meanwhile, with about 15 million registered trademarks in the relevant classes, finding an ownable name was going to be a particular challenge. 

Naming the Brand

We explored a variety of construction types and key messages but focused on a single tonality—warm yet professional, authoritative but accessible—given what’s at stake in pet care. 

After nearly 2,300 names developed and full legal review, the client selected Vello, a friendly combination of velocity and hello. It’s a short, natural-sounding and -looking coinage that communicates the platform’s ability to speed interactions and increase goodwill in the vet–pet owner relationship. As a subtle bonus, the word velo (“bicycle” in French and “sail” in Italian) reinforces the ideas of speed and smooth sailing at a human scale.