Advocates for Animals, Scotland’s leading animal protection organisation, briefed us to design a new brand identity as the first part of a refocusing project which saw the charity becoming much more public facing and proactive. The name change, to OneKind, was campaign-driven.
The brief was a simple one – the brand identity needed to be positive, inspirational and reflect the organisation’s values of compassion, harmony and change for the better.
At the first road show after the ID launched, OneKind recruited 2,000 new supporters over one weekend.
Illustrator: Bill Reid
Brand Strategy: Giles Moffatt