Sandringham Vet Hospital: Brand proposal by Crow_Code

Three things your site is leaving on the table. One of them is hidden behind a generic blue login screen.

Your booking page isn't yours

When a customer clicks "Book Appointment," they get bounced to sandringham.apse2.ezyvet.com: a generic page with a stock photo of someone else's nurse. The brand handoff happens at the most important conversion moment. We bring the booking experience back to your domain, your design, your trust signal. ezyVet keeps running everything behind the scenes: your records, your drugs, your invoicing. Nothing changes there.

After-hours triage is a phone call

Owners with a sick animal at 9pm can't tell whether to drive in or wait until morning. They call, hope someone picks up, or guess. Sandringham's busy bayside catchment means whichever clinic answers fastest wins the first-time client. A triage chat that responds at 10pm doesn't replace the vet. It stops the loss.

The renovation story isn't told yet

You're rebuilding the clinic. The current website doesn't say that. New clients searching this week have no idea you're investing in their pets' care. The renovation is a story the brand should be telling now, not after opening day. Same logic as a new build's hoarding: the front of the website is the front of the new clinic before it's open.

Audit first. Build second.

The starting point wasn't a brief. It was your live site, the ezyVet portal customers land on after they click "Book," and a question: where does Sandringham lose first-time clients in a busy bayside catchment? Three answers surfaced. Your existing local reputation became the spine: that's the asset worth keeping.

The ezyVet handoff was the loudest signal. Every other vet in the suburb has the same problem and nobody's fixed it. Your renovation is the opening to fix it first. Be the clinic in Sandringham whose digital experience matches their fit-out.

Build sequence was conversion-first. A pretty homepage that hands customers off to a generic blue portal isn't a transformation. It's a coat of paint. The booking integration and chat triage were specced before the homepage polish.

Why "Bayside, considered, modern."

Palette

Deep bay-blue and paper, with sand and a single coral accent. Bay-blue reads as place (Sandringham, the foreshore, the water) without being a literal lighthouse cliche. Sand grounds it as suburban-warm. Coral stops it being clinical-blue corporate. The palette holds in a brand the way a vet should hold in a consultation room: confident, warm, never alarming.

Typography

Fraunces at the heading register, Inter for body. Fraunces is a contemporary serif with variable optical sizing; it scales from favicon to clinic signage without redrawing. Inter is the most readable screen-body sans-serif on the market. Together they signal a practice that's modern and considered, not corporate-medical.

Tone

Direct, plain, owner-facing. No vet-speak the customer has to translate. "We're open Saturday" beats "extended weekend operating hours." The copy assumes the reader is worried about their animal and writes for that moment, not for a marketing audit.

Bay Blue · #1F3A5F

Primary, headlines

Paper · #FAF5EE

Background

Sand · #E8D9C5

Cards, surfaces

Coral · #D17A5C

Accent, CTAs

Charcoal · #2B2B2B

Body text

The paw is care. The wave is place.

The mark is a paw print with the central pad shaped as a single cresting wave. The paw is who the practice serves: every dog, cat, rabbit, and bird that walks through the door. The wave is where you are: Sandringham, the bay, ten minutes from the water in any direction. Two readings, one shape.

A vet practice in a bayside suburb earns the right to use the water in its mark. It says we know where we are, who we serve, and that we're not interchangeable with the next clinic two suburbs over. The wave isn't decoration. It's the postcode.

The mark above is the production version. Beneath sits a design-process iteration (generated, slightly more illustrative) kept here so you can see the line of thinking, not just the result. The final mark scales from favicon to clinic signage as a single shape.

Earlier iteration: same concept, more line work. Final mark above strips the curl back for favicon-scale clarity.

What your brand looks like now.

Live preview. Scroll inside either frame.

svh-demo.lionsedge.tech

Plain HTML + CSS · No framework · No CMS · Full operator control

Triage at midnight. Booking at any hour. Adam sleeps.

The agent handles four routes: appointments, after-hours triage, prescriptions, and general. Two examples.

After-hours triage

My cat ate something off the kitchen bench around 8pm and now he's drooling and won't settle. It's 10:30. Should I bring him in or wait?

Sorry to hear that. A couple of quick questions. Has he vomited, and do you know what he might have got into? I'll work out whether this is tonight or first thing tomorrow.

No vomiting yet. There was a lily on the bench; could've been the leaves.

Lilies are an emergency in cats: that's a tonight visit, not a wait. Sandringham Vet is on. I'll book you in for the next triage slot. Does that work?

New client booking

Hi, just moved to Hampton Street. Looking for a vet for our dog, she's due for her annual.

Welcome to the area. Sandringham Vet takes new clients with no fuss. What's your dog's name and rough age, and I'll find a slot that fits her annual plus a first consult so you can meet the team properly?

Her name's Pepper, she's 6. Weekday mornings work best.

Weekday morning's easy. Pepper's down for an annual and new-client consult, Wednesday at 9:30. Confirmation lands in your inbox within five minutes. Anything else before I send it?

Live wiring uses Claude (Anthropic AI) with a system prompt tuned to the Sandringham Vet Hospital services, hours, and triage protocols, plus Adam's preferred new-client onboarding. The agent is scoped and the prompt is written. Wiring it is the first retainer task after we close.

Let's close this out.

The homepage, the chat agent with triage and booking flows, the on-domain booking integration, and this pitch page are built. The system prompt is tuned. The brand runs from favicon to signage proof, ready to roll with the renovation.

Reply to my email and we'll book a 20-minute call. I can come down to the clinic Saturday morning, or we do video, whatever fits the renovation week best. Should take one conversation.

Book a call