Goodkind
A neighbourhood vet homepage where a grinning golden retriever opens the conversation.
01 Clover mark. A four-petal mint clover after the lowercase wordmark, in the same mint as the circle.
02 Headline. For their whole world. in a heavy geometric sans, deep teal, about the pet's life, not the clinic's.
03 Ear past the circle. One ear breaks out of the mint circle onto the peach, so the dog never looks boxed in.
04 Vertical descriptor. VETERINARY CARE, WITH HEART runs up the left edge, saying plainly what the business is.
05 Pet switch. DOGS or CATS, each with a line icon; the current choice is underlined.
06 Book a visit. A square-cornered deep teal block, the only solid button in the nav.
- Sector
- Veterinary clinic
- Year
- 2026
- Work
- Homepage design
- Apricot Peach#F9D6B6 · Background
- Deep Teal#043433 · Type
- Clover Mint#B0DBC2 · Accent
- Cream Card#FCF2E4 · Surface
- Retriever Gold#E3A96C · In the photo
About the project
The full write-up, if you want it. About 4 minutes.
01Brief and idea
The problem, and the one idea that answers it.1 min
The brief
Choosing a vet is a trust decision, often made by a worried owner late in the evening. Most clinic sites lead with machines and opening hours. This one has to tell a pet owner the place is gentle, show at once that cats matter as much as dogs, and make booking a visit simple.
The idea
Put the pet in charge. A golden retriever, close enough to count the whiskers, does the welcoming, and the headline talks about the animal's world rather than the clinic. The first choice a visitor makes is dogs or cats, which sorts what follows and tells cat owners they are not an afterthought. A small vertical line, Veterinary care, with heart, says plainly what the business is, so the big line is free to stay warm.
02The write-up
The design, decision by decision.5 chapters · 2 min
A trust decision, often made late
People rarely choose a vet when things are calm. More often it is an evening search by a worried owner, comparing clinics that lead with equipment, opening hours and a photo of the reception desk. Goodkind, imagined as a neighbourhood clinic in Arabian Ranches, takes the opposite view. Its homepage leads with the animal, keeps the clinical language small and makes the first decision a simple one. The test it sets itself: an anxious owner should sense the place is gentle before reading a word about services.
The dog does the welcoming
A golden retriever fills most of the frame, shot close and slightly wide so the nose comes forward and the grin takes over the lower half. Its head sits in a large mint circle, but one ear flies out past the edge onto the peach background, which keeps the composition from looking boxed in. Every whisker is sharp enough to count. Beside it, For their whole world. talks about the animal's life rather than the clinic's, and the line underneath widens the promise: Every pet. Every stage.
Dogs or cats, before anything else
Before booking, before services, the page asks one question. A cream card at the bottom left holds a two-way switch: a line drawing of a sitting dog beside DOGS, underlined as the current choice, and a cat in the same style beside CATS in muted teal. A deep teal Let’s meet button completes the card. Choosing a pet first sorts everything that follows, and it tells cat owners, who can feel like an afterthought on clinic sites, that they were thought of from the first screen.
Saying what it is, quietly
With the dog and the headline doing the emotional work, the practical facts are kept small and steady. Up the left edge, small tracked-out capitals read VETERINARY CARE, WITH HEART, rising from a short vertical rule. The nav offers Care and Our vets, and Book a visit sits in a square-cornered deep teal block at the top right. The wordmark sets goodkind in a bold geometric lowercase sans, followed by a four-petal mint clover that repeats the colour of the circle. Peach, mint and teal stay soft enough for a worried evening.
Where the booking goes
The plan for Goodkind runs to as many as six pages. Owners book by pet and by type of visit and pay online straight to the clinic, and, as an extra, the clinic's current booking software is linked so appointments made on the site and at the front desk share a single calendar. The team keeps the dog and cat care pages up to date themselves. With the Run plan added, a WhatsApp assistant could take the evening questions about hours and appointments and hand anything clinical to the vets.
03Type and voice
Type, colour, photography and the lines on the page.3 roles
- Display
- A bold geometric sans in deep teal with close spacing; the line underneath drops to a lighter weight.
- Labels
- Small spaced capitals, set vertically up the left edge and again on the pet switch.
- Supporting
- The wordmark: goodkind in bold geometric lowercase, followed by a simple four-petal mint clover.
A heavy geometric sans for the headline, set tight in deep teal, with a lighter weight for Every pet. Every stage. Small spaced capitals run up the left edge. The ground is warm peach, the circle is mint, and teal is kept for type and buttons. One close, wide-angle portrait of a dog with an open, happy mouth carries the whole hero, with simple line icons for dog and cat below.
For their whole world.
Every pet. Every stage.
Let’s meet
VETERINARY CARE, WITH HEART
Book a visit
Warm and personal rather than clinical. It speaks to owners through their pet, invites rather than instructs, and keeps the one plain statement of what the business is to a quiet vertical line.
04The plan
Grow: up to 6 pages, and what it includes.4 includes
Up to 6 pages, on Grow, AED 4,999 one time. What it includes:
- Online booking by pet and visit type, paid into the clinic's own account
- Dog and cat care pages the team updates without a developer
- The clinic's booking system connected as an extra, so every visit lands in one diary
- A WhatsApp assistant on the Run plan for opening hours and booking questions
A site like this sits on Grow. AED 4,999 one time, with a fixed quote in writing.
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