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Case AniCura brand remake

Project summary

AniCura’s brand identity work was translated to AniCura’s website.
New fonts, colours and shapes, and a new visual language for images are technically enabled through the automatic addition of a colored background featuring AniCura’s signature arch.

During the process, the UX has been improved, both for editors and users, a few new blocks were created, and the site got more CTA opportunities, especially for the Online Booking and For Vets sections - both important priorities for AniCura. 

Accessibility, according to WCAG standards, was a major priority throughout the project, and the Blazor framework has been removed from the majority of the web application to improve performance and stability.

Visit AniCura.se

Project overview

Impact

  • Strengthen and clarify AniCura’s brand

  • Create possibilities for markets to drive traffic to important KPIs
  • Improved UX, both for editors and users
  • Improve performance
  • Assure accessibility according to WCAG standard 

Scope 

Digital strategy, UX design, development. 

Platform

Optimizely 

New brand identity for the AniCura web

The first version of the AniCura website was launched in 2014. Since then we have rebuilt and reconstructed the sites a number of times.
Now it was time for a brand remake, to reflect AniCura’s personality as “the everyday hero” in all aspects”. The objective was to strengthen and clarify AniCura’s brand versus both pet owners and veterinarians.

Background

To ensure the platform remains relevant in the long term, an update was essential. The experience of the end-user was just as important as that of the content editor. The goal was twofold: to maintain a consistent brand identity by avoiding design choices being left to the editor, and to make content editing more user-friendly while reducing the risk of errors.

The site also needed a technical overhaul to improve stability and performance.
Last but not least - we needed to make sure that the accessability was according to WCAG standard.

The solution

We were working within the constraints of the existing content in order to save the organization a significant amount of time – this was not a full redesign or an entirely new website.
 
During the process, the UX was improved, both for editors and users, a few new blocks were created and others were pensioned, and the site got more CTA opportunities, especially for the Online Booking and For Vets sections - both important priorities for AniCura.Through an iterative process, a new website was developed based om AniCura’s new brand guidelines.

The result is a more modern yet minimalistic design, aimed at helping users find what they need by striking a balance between open layout and visual clarity.
The process involved steps such as:
  • Modifed colors and graphic elements for digital use
  • Basic wireframes to cover the primary user flows and information architecture
  • A design concept
  • Implementation of design concepts on the CMS platform

The benefits

  • Stronger brand identity: The redesign aligns with AniCura’s updated brand guidelines and communicates the personality of “the everyday hero,” helping to clearly position the brand toward both pet owners and veterinary professionals.
  • Improved user experience: Both end-users and content editors benefit from a more intuitive, modern, and minimalistic interface that supports clarity, ease of navigation, and task completion.
  • Greater consistency and control: By defining design elements centrally, the brand experience remains cohesive across the site, reducing the chance of inconsistencies introduced by editors.
  • Better performance and stability: The technical updates ensure the platform is more robust and scalable, securing its long-term relevance.
  • Increased accessibility: Compliance with WCAG standards means the site is more inclusive and usable for all visitors.
  • More effective content tools: New and updated content blocks, along with more call-to-action opportunities—especially for Online Booking and the For Vets section—support key business objectives.
  • Time and resource efficiency: By working within the framework of existing content, AniCura avoided a full rebuild, saving time and minimizing disruption across the organization.

The insights

Working closely with the client allowed us to quickly adapt to changing requirements while keeping a shared understanding of the design and implementation direction. Clear communication and fast decision-making were essential to maintaining an efficient workflow. At the same time, the client placed strong trust in our team, which gave us the freedom to suggest improvements based on real needs rather than sticking strictly to the original specification.

Optimizely at ted&gustaf

  • A full Digital Experience Platform combining CMS, commerce, personalization, and experimentation — see our Optimizely offering

  • We are a certified Optimizely Gold Partner with global certifications and product specializations, delivering solutions across Optimizely One (CMS, CMP, Commerce, Experiment) 

  • For organizations seeking strong control over content workflows, multilingual sites, seamless integrations (CRM, e‑commerce etc.), and data‑driven user experiences 

  • We help with strategy and consulting, custom component development, content migration, SEO, training, A/B testing and ongoing optimization

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