Dogs Trust
How can a brand bring joy to both people and dogs?
Dogs Trust
How can a brand bring joy to both people and dogs?
When Dogs Trust came to us it was already the largest dog charity in the UK with an increasing international presence. But as the organisation had grown and expanded its range of services, the brand had become fragmented and was starting to lose its lustre. And with so many new people joining the charity, culturally it was struggling to hold on to what had made it so successful in the first place.
So our brief was simple – to refresh and professionalise the brand, help the organisation get its mojo back by defining and embedding a new set of values and behaviours, and in doing so help build even stronger connections with dog lovers around the world.
Dogs Trust at its best had always been about positivity and had shown a unique ability to engage the British dog-loving public through a combination of personality and purpose. Our job was to bottle this – and make the brand easier to manage consistently across channels and across the world.
The refreshed brand identity is bursting with personality, focused on celebrating the ‘joy of dog’ and putting the bond between people and dogs at the heart of the story. We created a range of distinctive elements that captured this and defined clear principles for the visual identity and tone of voice, with supporting tools and templates that helped the Dogs Trust team to activate the brand seamlessly online and offline.
We worked closely and collaboratively with the Dogs Trust team to launch the brand internally and create excitement around it. As part of the launch we ran training workshops with every department and brought the brand to life in playful ways across communication channels to help people understand and embrace the new brand principles.
Like all good brands, this one was built from the inside out. We engaged the entire organisation in the process of defining The Dogs Trust Way – from canine carers and dog trainers to vets and volunteers – and created a set of values and behaviours that reflected Dogs Trust at its best. This programme dovetailed with the development of a new organisational strategy and was launched as a key tool in helping to realise its ambition. We also worked with managers to help embed the values and created a playful comms campaign to bring them to life for people across the charity.
We continue to work with Dogs Trust as its brand partner, supporting and advising on all things brand as the organisation continues to develop and grow. Watch this space for new work as and when it goes live…
