Capturing the Heart of White Cross Vets – A Look Behind the Lens

Over the past few months, I’ve had the privilege of working closely with White Cross Vets, photographing both their dedicated staff and their beloved pets, as well as documenting the exciting opening of two new practices in Coventry and Stanningley, Leeds. It has been a brilliant opportunity to capture a mix of staff and pet portraits, new practice openings, and the kind of warm, natural photography that helps bring a veterinary brand to life.

Founded in 1937, White Cross Vets has grown into one of the UK’s most trusted and compassionate veterinary groups, with a strong presence across Birmingham, Leeds, Coventry and beyond. Their values, centred on lifelong pet health, community engagement and compassionate care, are evident not only in how they treat animals, but also in how they support their staff and celebrate the bond between people and their pets.

Four Very Different Shoots, One Shared Purpose

Our collaboration began in August 2025 with a full-day shoot at the Kings Heath practice in Birmingham. This was a studio-style setup to photograph staff members with their own pets, with the images destined to be printed onto canvas and displayed in new branches. From dogs and cats to a tortoise and even a bird, it was a joyful, full-throttle day with a great team spirit.

In September, we headed north to Leeds for a similar shoot, this time held at a local community centre ahead of the new Stanningley practice opening. What began as another smooth session turned unforgettable when one curious cat vanished up the chimney behind the backdrop. After a dramatic pause and almost a call to the fire brigade, the feline was safely retrieved, slightly soot-covered but unharmed, and I still managed to capture a beautiful moment between pet and owner.

In October and November, I returned to photograph the Coventry and Leeds Stanningley branch openings, capturing ribbon-cutting moments, interiors and natural lifestyle images of staff at work, from answering calls to scanning a pregnant dog. It was a real pleasure to see the photographs from the earlier sessions already displayed on the walls, helping to give the new clinics a warm and welcoming feel from day one. 

Why the “Vets and Their Pets” Sessions Matter

One of the things that stands out most about White Cross Vets is how much genuine thought goes into the client experience. Jo Jobling, Managing Director, explained that the main aim behind the “Vets and Their Pets” sessions was to allow clients visiting the clinics to see portraits of the staff caring for them alongside their own pets.

That idea says a lot about White Cross Vets as a business. It reassures pet owners that the people looking after their animals are pet owners and animal lovers themselves, people who understand the bond, the worry and the trust involved. As Jo put it, the portraits help reinforce that White Cross Vets is there to look after every patient as if they were one of their own.

That human-animal bond is clearly something the company values deeply. With only a very small number of staff not having pets themselves, the imagery reflects the real culture of the business. It is not simply a veterinary service, but a team of people who genuinely love animals.

Staff and Pet Portraits with a Portable Studio Setup

For the pet portraits, I brought my portable white-background studio setup, clean, professional and consistent, in keeping with the professional environment of the practices. The goal was to create images that felt both personal and polished, suitable for print, social media and future campaigns.

Photographing inside working veterinary practices does have its challenges, particularly in smaller consultation rooms where space and lighting can be tight. But with a bit of creative framing and an eye for detail, the results have been fantastic. This kind of veterinary practice photography needs to feel professional while still capturing the character of the people and pets involved, and that balance was important throughout.

Professional photography has added something very special to these new spaces. Jo described the images as helping to make the clinics feel warm and inviting, while also reinforcing White Cross Vets’ culture that pets come first. That warmth comes through not just in the décor, but in the way the practices present themselves to clients: approachable, caring and centred around the pet-owner relationship.

Moments That Stand Out

There were plenty of memorable moments across the shoots, but Jo mentioned one image in particular that has stayed with her: a photograph of Stevie and Rebecca, where Stevie looks as though she is shouting for everyone to come and join in. It is exactly the kind of image that sums up what these sessions were all about: personality, humour and affection, captured in a way that feels natural and true.

And of course, there was the cat-and-chimney incident in Leeds, which Jo kindly referenced as a standout memory too. Thankfully, calm heads prevailed and, despite the unexpected interruption, we still came away with some wonderful images from the day.

Looking Ahead

Plans are already underway to photograph more practices and update portraits across the group in 2026, with further clinic openings hoped for in 2026 and 2027. It is exciting to see a veterinary group investing not only in growth, but in creating environments that feel welcoming, personal and true to their values.

White Cross Vets’ approach is refreshingly clear. Pets come first, clients should feel at ease, and every clinic should reflect the care and compassion that define the brand. Their doors are open to anyone who wants to visit and see that for themselves and, as Jo put it, they always love to cuddle the pets who come through the door.

From my own perspective, it has been a pleasure to work with a team that values photography not just as marketing, but as a way of expressing who they are. Every shoot has been different, but one thing has remained the same throughout: the warmth, care and passion that define White Cross Vets.

Jo also very kindly added:

 "We would highly recommend Nick if you want any pet portraits, as he captures the pets like no other and puts the human at ease whilst doing the photography. A number of my team commented on just how lovely he is and great to work with."

That is lovely feedback to receive, and I’m genuinely looking forward to continuing the collaboration.

Professional Photography for Veterinary Practices and Pet Businesses

If you are looking for a veterinary practice photographer, I offer professional photography for veterinary practices, pet brands and animal-focused businesses. From staff and pet portraits to clinic openings, interiors and day-to-day branding imagery, my aim is to create warm, professional photographs that reflect your values and strengthen your visual identity.