For Every Kind


The RSPCA is the world’s oldest and largest animal welfare charity. Having been around since 1824, we’re woven deeply into the fabric of the nation. However, our brand had not been updated since the 1970s and was perceived as authoritarian, rigid and old fashioned – it was holding us back in delivering our ambitious strategy.

Today, our work is more vital than ever before. Animals are facing some of the biggest threats in our 200 year history - from the impact of the climate emergency, intensive farming, the loss of wildlife habitats, and the cost-of-living crisis. We knew we couldn’t answer these challenges alone, so we had to change to stay relevant and be able to rally as many people as possible to join our cause.

Partnering with the creative agency JKR, and taking an iterative creative development process which was rigorously data-driven, we’ve created a new, bolder, brighter, more welcoming brand that inspires everyone, whoever they are, to get involved and create a better world for animals now and in the future.