The majority of Jude’s clients have come to her after being unsuccessful in getting the help they need from traditional methods. By the time she sees them they’re feeling desperate, wanting reassurance and urgent for change.
Jude’s positioning could be seen as controversial, offering alternative, against the grain advice, that is proven to have results but not widely accepted by the vet community yet. 

We were tasked with the challenge to rebrand Jude as an equally credible competitor of the veterinary industry, while also capturing the fun of being a pet owner.

The brand needed to communicate expertise without intimidation, and simplify complex health concepts into something that felt supportive, clear, and achievable. It also needed to reflect the emotional reality of pet ownership, where care is driven not just by knowledge, but by genuine connection and responsibility.