Cats Protection Brand Refresh

Cats Protection and lukecharles

Cats Protection’s new brand supports our strategy to make life better for millions more cats and the people who care for them, by helping us reach and engage a new and bigger audience.

Research showed that the brand wasn’t as well recognised, loved or understood as it should be. By transforming every aspect of our look and feel, and developing a new narrative to describe what we stand for, we needed to challenge and change outdated perceptions and create a brand that’s fit for the future.

The new brand, developed in partnership with creative agency, lukecharles,  positions us as a modern charity, the expert in all things cat. The visual identity captures the unique essence of cats and the special bond they share with humans. It includes a dynamic and elegant logo, a bespoke font with unique feline touches, a distinctive and sophisticated colour palette and a powerful approach to photography which puts cats and their personalities at the heart of the brand.

The new brand language and tone of voice is a more memorable way to communicate what the charity stands for: making life better for cats, because life is better with cats.