The RSPCA is the largest animal welfare charity in the UK and is celebrating its 200th birthday this year. It hadn't rebranded since the 1970s, and research showed that its brand was holding its back – limiting its ability to achieve its ambitious strategy. "Many people felt that the RSPCA wasn't for them," says Olivia Reid, assistant director of marketing and communications at the RSPCA.
Enter branding agency Jones Knowles Ritchie (JKR), who worked closely with the RSPCA to develop a new identity for the charity. The resulting identity launched to overwhelmingly positive acclaim and won Gold at the 2024 Brand Impact Awards, as well as the highly coveted Best of Show: Identity award.
