A new website and a working brand system for a lab animal care consultancy.
Thirteen pages on Webflow, all built from one set of components. The Insights Scorecard sits on the homepage at ACTS's request. Before launch I checked 127 claims against ACTS's own sources and reworded about 39 so they say only what can be shown.
Animal photos: Come See Our World, CC BY 4.0.
The system carried into everything around the launch: a share image for every page, six service flyers and an overview sheet with QR codes that report which piece a visitor came from, a business card, a LinkedIn page, and a short launch film.
Guidelines built from the live site, Brand Camp's book, and the messaging system. The logo is Brand Camp's artwork, recolored: one deep teal replaced the old charcoal, and Instrument Sans carries every word. Fifteen new icons each act out a service on the site.
Better animal care. A clearer pathway to scientific discovery.
Instrument Sans Medium
Medium (500) speaks: headlines, buttons, names.
When you care for the people who care for the animals, you create a clearer path to discovery.
Instrument Sans Regular
Regular (400) explains: body, captions, tables.
Animal Care Training Services (ACTS) partners with research institutions to strengthen laboratory animal care and use programs through comprehensive assessments, customized training, veterinary consulting and staffing, and specialized consulting.
Institutional, expert but accessible, people-first, confident without selling, action-oriented. Only verified claims. Program, never facility.
The voice is
Never becomes
Logo artwork: Brand Camp.
Thirty minutes with Jordan on where your brand and digital presence stand and what to do next. Pick a time on the live calendar.
Rather write it out? Send a brief or call 901.930.6590.
