Our Work | Celina Pet Clinic & Surgical Center
Building Community Before Opening Day
From "coming soon" to a trusted, full-service veterinary practice
Celina Pet Clinic & Surgical Center faced a challenge: building trust and attracting clients before the doors even opened. In Celina, Texas, established veterinary practices had operated for years, some for decades. Local pet owners had trusted relationships with their vets, familiar faces, and years of positive experiences to rely on. A "coming soon" sign wasn't enough to convince protective pet owners to switch clinics or trust a practice with no track record, no reviews, and no proven reputation. The stakes were high: The clinic had invested significantly in a state-of-the-art facility, but needed to build a client pipeline before opening day to be viable from the start. Without appointments scheduled, the launch would be a gamble. Without early momentum, the practice would struggle to compete with established competitors who already owned the market. The brand couldn't afford to look new or untested. It needed to communicate professionalism, compassion, expertise, and stability immediately.
Scope: Brand Strategy & Positioning → Visual Identity Design → Brand Messaging & Copywriting → UX/UI Design → Web Development → Curated Stock Photography & Video → Launch Strategy
The Unique Challenge
Building trust before opening day
Establish credibility without reviews, testimonials, or patient history
Convince pet owners to choose a "coming soon" clinic over established practices
Generate appointment bookings and waitlist signups before the facility opened
Compete with practices that had decades of community relationships
Overcoming "new clinic" skepticism
Pet owners are protective: they don't trust their animals to unproven providers
"Coming soon" signals risk, not opportunity, in the veterinary space
Needed to communicate expertise and stability despite being brand new
Had to build community awareness and interest during construction phase
Converting interest into committed clients
Capture demand before opening through waitlist and early booking
Create urgency around limited opening-day appointment slots
Position the clinic as the hometown choice, not the corporate alternative
Build a pipeline of first appointments to ensure strong launch
The Approach
Brand Strategy & Positioning
Positioned Celina Pet Clinic as the hometown veterinary practice built on expertise and genuine care for the local community. Rather than emphasizing "new," we emphasized "invested in Celina." Strategy highlighted the founding veterinarian's extensive experience, the clinic's surgical capabilities, and commitment to treating pets as family members. Competitive analysis revealed established clinics looked dated and corporate chains felt transactional. We positioned Celina as modern, professional, and community-rooted: the practice Celina pet owners had been waiting for.
Visual Identity Design
Created a visual identity that communicated trust from first impression. Soft, trustworthy blues and greens balanced medical professionalism with warmth and approachability. A clean serif and sans-serif typography system conveyed both credibility and friendliness. The logo was designed for flexibility, working across future signage, digital platforms, and print materials, ensuring consistent recognition as the clinic built its presence in the community.
Brand Messaging & Copywriting
Developed messaging that overcame skepticism about a new provider by emphasizing experience, not newness. Tone was compassionate and reassuring: "We're new to Celina, but we're not new to veterinary care." Copy highlighted the founder's veterinary background, specialized surgical capabilities, and commitment to the Celina community. Positioned the clinic as a hometown practice invested in local pets and families, not a corporate chain or out-of-town operator.
UX/UI Design
Designed the website with immediate conversion goals: capture interest and convert it into committed clients before opening. Navigation was crystal clear: Services, About, New Clients, Contact, ensuring visitors found what they needed instantly. Prominent CTAs throughout the site guided visitors to take action. Created dedicated pages for each service offering (wellness care, surgery, dental, emergency) to communicate comprehensive capabilities and reduce "what do they actually do?" questions.
Web Development
Built integrated online booking that captured client demand before opening day. Mobile optimization was critical: most "vet near me" searches happen on phones, so the site needed to load fast and perform flawlessly on mobile. Integrated Google Maps, contact information, and hours prominently to make the clinic easy to find once opened.
Curated Stock Photography & Video
Rather than waiting for the clinic to open and conduct photoshoots, we curated high-quality, premium stock photography and video that strategically aligned with the brand vision. This approach allowed the website to launch with professional, cohesive imagery before opening day: critical for building trust when the facility wasn't operational yet.
Carefully selected images that conveyed warmth, professionalism, and genuine pet-owner connections, avoiding generic or cliché veterinary stock that would undermine credibility. Each image was chosen to support the brand strategy: compassionate care, modern facilities, and the pet-as-family philosophy. The curated stock library gave the clinic a polished, established look from day one without the delay and expense of custom photography.
This strategic curation of stock assets is a powerful solution for businesses that need to launch quickly, establish professional credibility immediately, or work within budget constraints, proving that the right stock imagery, thoughtfully selected, can be as effective as custom photography when aligned with brand strategy.
Pre-Launch Trust Building
Since the clinic couldn't rely on reviews or testimonials yet, we built alternative trust signals: emphasized the founder's veterinary expertise and years of experience, created an "About" section introducing the founding veterinarian with background and philosophy, reserved space on the site for future community partnerships and adoption events, and developed a resources section where pet care tips could be shared, positioning the clinic as a helpful authority before opening.
Launch Strategy
Created a phased launch approach: soft opening for waitlist clients and early adopters who had booked ahead, followed by grand opening event for the broader Celina community. Developed social media content showcasing construction progress, team introductions, behind-the-scenes facility tours, and countdowns to opening day. Every touchpoint reinforced the message: "Celina's getting the veterinary practice it deserves."
The Results
Appointment pipeline before opening
Pet owners who discovered the website during the "coming soon" phase scheduled appointments, giving the clinic a committed client base from day one.
Strong opening momentum
Celina Pet Clinic launched with a full appointment calendar for the first two weeks. The professional online presence positioned the practice as established and trustworthy, despite being brand new: overcoming the typical "untested clinic" skepticism that new practices face.
Measurable business impact:
Pre-launch waitlist converted to first appointments at high rates
Website drove majority of early awareness and bookings
Mobile-optimized site captured "vet near me" searches in Celina area
Professional brand reduced common objections ("Are they experienced?" "Can I trust them?")
Curated stock imagery gave the site a polished, credible look without custom photoshoot delays
Strong opening allowed the practice to reach operational viability quickly
Community recognition
Within the first months, Celina Pet Clinic became a recognized option for Celina pet owners. The hometown positioning differentiated it from corporate chains and legacy practices, attracting pet owners who valued local, relationship-focused care.
Long-term foundation
The brand and digital presence built for launch became the foundation for ongoing growth. As the practice established its reputation through patient care, the professional brand infrastructure supported expansion, new services, and community partnerships.
What We Delivered
Hometown brand strategy positioning the practice as Celina's veterinary clinic built on expertise and community commitment
Trustworthy visual identity communicating professionalism, warmth, and stability from first impression
Reassuring brand messaging overcoming new-clinic skepticism by emphasizing experience and care
Conversion-focused website with clear navigation, prominent CTAs, and intuitive service pages
Integrated booking and waitlist system capturing client demand before opening day
Mobile-optimized experience performing flawlessly for "vet near me" searches
Strategically curated stock photography & video library giving the site professional credibility before opening
Trust-building content strategy compensating for lack of reviews with founder introduction and expertise
Launch strategy and materials building awareness and momentum during construction phase
Celina Pet Clinic & Surgical Center opened with a pipeline of committed clients, a professional brand that commanded trust, and digital infrastructure that continues to drive growth.
Our Work
Building Trust for a $40K+ Tuition Virtual School
From "Just Another Online School" to a Premium, Accredited Choice for Families
Our Work
Elevating Local Startups to Global Brands Through Cinematic Storytelling
15+ Years of Production Expertise—From Brand Films to Live Event Production