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Mars Veterinary Health
Comprehensive rebrand and digital platform development for Mars Veterinary Health's global practice management system rollout
Problem
Mars Veterinary Health needed to foster widespread adoption of its new practice management system, Voyager Health, across 5,000 global hospitals. The challenge involved refining the brand for consistent alignment with Mars' broader portfolio while establishing an engaging digital hub and continuous communication strategy to drive staff engagement with ongoing system updates
Solution
We developed a comprehensive brand refresh through strategic design sprints and user-centred workshops. Our approach included creating extensive brand guidelines, redesigning the Voyager Health Hub website, and establishing a quarterly video content ecosystem. Through persona development and user journey mapping, we created a visual identity that was distinctly Mars while remaining ownable to Voyager Health.
Results
Rhapsody's work established us as Mars Veterinary Health's key partner for Voyager Health's content, creative, and digital needs. Rhapsody successfully delivered a cohesive brand ecosystem supporting over 260 veterinary hospitals using the Voyager Health system. The brand refresh resulted in an intuitive, consistent, and tailored online experience, significantly strengthening Voyager Health's identity and enabling a smooth, globally consistent deployment.
Our design sprint methodology was foundational to the rebrand and website development. Through a series of in-depth workshops, we delved into the specific user journeys and personas of veterinary professionals – from vets and technicians to groomers and managers. This human-centered process ensured that the new brand identity resonated deeply, conveying a light and friendly tone that prioritized "humans and pets first," while the refreshed website was meticulously designed for intuitive navigation and seamless access to vital information.
The rebrand process culminated in the creation of a robust 64-page brand guideline document. This comprehensive playbook defined every aspect of Voyager Health's visual identity, including logo usage, color palettes, typography, and iconography. It also detailed the brand's tone of voice, design principles, and photography directions. Crucially, we developed extensive brand asset libraries and templates, empowering internal teams and external partners to produce on-brand content independently, ensuring global consistency.
The Voyager Health Hub website redesign was engineered to be the central pillar of ongoing support. We restructured content to align with the five key phases of an Associate's journey: awareness, preparation, deployment, nesting, and autonomous use. This ensured that onboarding content boosted value perception, pre-deployment content guided training, and post-deployment content provided a searchable knowledge base. The intuitive navigation and clear calls-to-action made the site a truly user-friendly resource tailored for the veterinary world.
260+
Veterinary hospitals now using the Voyager Health system
64
Pages of comprehensive brand guidelines produced
12
Quarterly videos created for updates and releases
5,000
Target hospitals for global deployment by 2026
Our quarterly video series became a dynamic and engaging communication channel. We produced 12 high-quality videos that served multiple purposes: celebrating new system updates and features, showcasing success stories from other hospitals, and simplifying explanations of complex functions. These videos, integrated within the Voyager Health Hub, played a crucial role in training, promotion, and fostering a sense of community, ensuring continuous engagement and adoption of the new PMS.
