W.F. Young

Revitalizing the brand identity

A pioneer in the animal health industry for 130+ years, W.F. Young was at an exciting inflection point in its long, successful history. With accelerated growth sparked by the pandemic, a dynamic female leadership team and a major anniversary on the horizon, the company was looking for a partner to elevate and energize its brand in a way that aligns with its forward-thinking growth strategy and rich history.

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Ironing out what makes a brand unique

Matter needed to develop a brand strategy that brought their history of dedication and passion together with the revolutionary care solutions within their portfolio. So, the team delved deep into the brand’s current messaging and branding while conducting six interviews and a marketplace audit — all to see where W.F. Young could distinguish itself from the competition and how to develop the new brand.

Merging strong heritage with modern touches

Together, we crafted a brand pyramid, messaging house, brand narrative, a new logo and brand identity, a new website and a brand anthem video that captured who W. F. Young is today and positions the brand for success tomorrow. This work helped W.F. Young tell a better brand story, be more strategically aligned and establish a strong foundation for future growth.

"We were thrilled to work with the team at Matter to reimagine our corporate brand. They really dug in to understand our company, history, brands, and vision and crafted a powerful narrative and visual story that perfectly balanced where our company came from, but also where we are going as we build the next 130 years of company history. Our teams worked so well together and we consider everyone at Matter part of the W.F. Young family."

– Amy Cary, VP Marketing