Overview:

The VetSuite welcome kit was a physical onboarding package for new practices joining the platform. The goal was to create a cohesive, welcoming first-touch experience that introduced key offerings and guided next steps without overwhelming the reader.

I supported copy development and message flow across inserts and packaging components, partnering with design and marketing to keep the experience clear and connected from unboxing through action.

The Challenge

The kit needed to introduce multiple offerings within small-format inserts while still feeling high-level and welcoming — not dense or overly product-driven. Space constraints and overlapping messages made prioritization and sequencing especially important.

My Role & Approach

My focus was on clarity, hierarchy, and user experience — not just individual lines of copy.

I contributed by:

• Helping shape messaging so each insert had a clear purpose

• Flagging where content felt repetitive across components

• Recommending more high-level positioning where format limits reduced readability

• Asking key questions about insert priorities and calls to action

• Thinking through how practices would experience the kit step-by-step when opening it

Collaboration & Constraints

This work was developed cross-functionally with brand, product marketing, and design partners. Final copy reflected format limits and stakeholder priorities, but the process included strong discussion around onboarding flow and message cohesion.

What I’d Improve Next Time

Earlier alignment on insert purpose and onboarding sequence — with creative involved sooner in structural decisions — would allow for smoother iteration and a more intentional welcome experience.