At 200, the RSPCA is the oldest and largest animal welfare charity in the UK. But at some point, it focused more on its authority instead of connecting with its supporters.

They came to us to reposition their brand in a way that would make them more down-to-earth, explain to more people all the work they do, why it matters and define their next 200 years.

It meant a bigger focus on the people, the animals, the colors, and everything else beyond cats & dogs. The RSPCA became more representative of the cities and animals they served. They got playful, highlighting all the different animals that they protect. More expressive, less sterile. The RSPCA wasn't just reflective of society, but culture: inspiring people all over the UK to join the cause.