The Allotment has recently rebranded The Donkey Sanctuary. The project began nearly 12 months ago and has culminated in a new identity and proposition based on the Charity's core purpose, which is: 'Selfless care and devotion' to mules and donkeys worldwide.
The Charity treats more than 400,000 working mules and donkeys in 28 countries every year. It also has a number of sanctuaries and foster partners in the UK and Europe, which provide care and sanctuary from neglect and cruelty for over 5,000 donkeys. The most famous of these is based in Sidmouth, Devon, and attracts nearly 250,000 visitors per year.
The new brand 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 been re-skinned and will be launched later in the year.
"Within the charity sector, naturally there is some cynicism around the value contribution that brand agencies can make in terms of helping a charity achieve more," commented Paul Middlebrook, Managing Director of The Allotment. "There's a fear that change will be associated with unnecessary costs, which may in turn alienate a passionate and loyal donor base. These fears mean that any proposed changes need careful consideration and close collaboration with all stakeholders; from volunteers through to donors and employees. The Donkey Sanctuary was no exception to this. However, extensive research around the chosen brand identity versus the existing identity showed an overwhelming support for change. Stakeholders understood that the current identity no longer effectively, expressed the personality and mission of the Charity. It also lacked an emotional appeal to the younger donor segments, which are critical to the long-term sustainability of the brand."