The Donkey Sanctuary rebranded by The Allotment
International equine charity, The Donkey Sanctuary has been rebranded by The Allotment in an effort to reflect the 'care and devotion' of its supporters. The Charity felt that its previous brand identity no longer expressed its personality and mission and lacked an emotional appeal to the younger donor segments.
The rebranding project began nearly 12 months ago and has culminated in a new identity and proposition based on the Charity's core purpose, which is: 'Care and devotion' to mules and donkeys worldwide.
The new brand has featured on this summer's donor campaign and has been designed and produced by The Allotment who have also developed comprehensive guidelines for all touch points of the Charity from livery, to signage, to visitor destination iconography, to gifts, through to direct mail and donor campaigns. The website has also been re-skinned and will be launched later in the year.
Mark Cross, brand and design manager for The Donkey Sanctuary said: "Research has shown that only 5% of brand decisions are made at the rational level, while 95% are made based on a sub-conscious, emotional response. As we go forward our new, more emotive-based brand will help us to raise the consciousness of potential new supporters and allow us to communicate more effectively with existing donors."
Content created with:
The Allotment Agency
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