The sociocultural and semiotic traditions of communication theory are particularly relevant to the strategy of presenting Veles to various audiences. According to Craig’s seven traditions, the sociocultural approach is most suitable for Veles. When Veles presents itself to a general audience, it is establishing a new cultural norm: that professional, accountable pet transportation is not a luxury but a standard of care. The visual language of the brand — the choice of color, the tone of messaging, the emphasis on real-time tracking and trained staff — constitutes a semiotic system through which users decode trust and competence. Each design choice (climate-controlled vehicles, vet partnerships, calming aids) is not merely functional; it is a symbol of respect for the emotional bond between owner and animal. The semiotic tradition reminds us that meaning is not inherent in objects or services but emerges through the shared interpretive frameworks of designers and audiences. By making the care infrastructure visible—through photos, updates, and transparent communication—Veles teaches customers to read the signs of responsible pet care and invites them to trust in those signs.