Working Animals International
For over a century, Working Animals International (formerly SPANA) has supported the animals vital to the world’s most vulnerable economies. To address increasingly complex global challenges, the charity has transitioned from a niche organisation into a high-impact global NGO.Recognising that their legacy branding and abstract acronym were hurdles that made them appear parochial, they underwent a radical transformation to better communicate the scale and urgency of their work. This repositioning allows them to engage more partners and build greater resilience for the animals and communities that depend on them to survive.
The visual identity system is designed to tell stories. For the new symbol we created a globe containing the beautifully entwined heads of a donkey, camel and horse. It’s a symbol of protection and reach, putting working animals at the centre of their world. It’s bold, modern and designed to be understood by anyone, anywhere, regardless of the language they speak or their level of literacy.
Colours drew inspiration from the landscape and natural environment. From the dark earth working animals tread, to the deep oranges of a desert sunset and the muted sands and blues of their sky.
Imagery makes sure working animals are always seen – putting them first in every picture. By lowering the camera to their eye-level, they are not subjects of pity being looked down upon, they’re shown as noble and essential, supported by the communities that depend on them.
The new tone of voice is built from their values – resolute – not afraid to share bold statements or a point of view. Illuminating, shining a light on what matters with stories full of positivity and conviction. Transformative, showing how their work impacts the lives of working animals and the communities around them.
By de-colonialised language and putting animals at the centre of every story we will build recognition, raise awareness, deepen engagement with existing supporters and partners – and open the door to new audiences inspired to make a difference.
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