High Reason Leads Pro Bono Rebrand for Local Nonprofit EveryPet
After more than two decades of serving pets and families in Jacksonville, local nonprofit First Coast No More Homeless Pets has officially rebranded to EveryPet, unveiling a new name, logo, website, and visual identity. The transformation was led by High Reason, which provided its services on a pro bono basis.
The refreshed brand identity and digital presence reflect EveryPet’s growth and ongoing mission to keep every pet in their homes. Since its founding in 2002, EveryPet has provided accessible and affordable veterinary care and pet ownership resources—including a community pet food bank—to ensure families never have to choose between their finances and their pets.
“We chose the name EveryPet because it reflects exactly what we believe: that every pet, in every family, deserves compassionate and accessible veterinary care and resources,” said Jennifer Barker, EveryPet CEO.
High Reason led a rebrand process throughout 2025 that began with a full immersion into EveryPet’s organization, which involved facility visits, focus groups, depth interviews, and competitive and peer analyses. It then spearheaded a brand evolution process from naming and identity building to logo development and the creation of various stationery and collateral. The result was a new brand identity and a full suite of implementation strategies and materials.
To celebrate the rebrand, EveryPet and High Reason launched a citywide pet food drive, inviting the community to donate dry dog and cat food at 464 Cassat Avenue throughout October. High Reason is matching the first 500 pounds of donated food.
“We’re an agency of pet lovers, so playing a role in EveryPet’s evolution has been a real treat,” said Tyler Holder, vice president of communications & accounts at High Reason. “We encourage everyone to donate pet food this month. Every bit counts and makes a real difference for our pet community in Northeast Florida.”
