Recognizing the need to amplify the social impact of the Veterinary Hospital of the State University of Maringá as a public institution, this case study aims at pointing how design can help institutions alike better realize their role in society. Through a strategic approach to rebranding the Hospital, it was identified that many aspects of its role as a public veterinary hospital and as part of a university, were not appropriately portrayed or understood by its audience. The Hospital not only offers affordable animal health care, its purpose goes even further. The hospital plays a pivotal role in promoting sustainability by preventing zoonotic diseases, preserving biodiversity, and training future veterinarians. Based on that, it was set a new brand positioning that would allow the Hospital to clearly state its purpose, connect with those who need its services and promote a positive impact on society. Following the brand positioning, it was designed a new visual identity system that encompassed many touchpoints between the Hospital and its audience, including a redesign of its original brand, iconography, wayfinding and placemaking. This paper exemplifies how design can be used to empower public institutions and how branding can help make them more democratic.