The charity SPANA, dedicated to the protection of working animals, has changed its name to Working Animals International. This change aims to more accurately reflect its global work alongside local partners to protect horses, donkeys, and camels, essential animals that support around 600 million people worldwide.
A renewed visual and strategic identity for the development sector 🌍
The new positioning, developed with the agency The Clearing, includes a renewed name, strategy, and visual identity system. The core of the brand is an impossible-to-ignore promise, designed to highlight the suffering of these animals and act as a direct call to action. The graphic identity uses clear typography and contrasting colors to communicate urgency without ambiguity, facilitating its application in digital channels and field materials.
Changing the name is easy; the hard part is getting the donkey to stop carrying bricks 🐴
Because, let's be honest, the donkey carrying bricks under the sun doesn't care much if the NGO is called SPANA or Working Animals International. What it really needs is for someone to explain to its owner that the cart isn't an off-road vehicle and the donkey isn't a crane. But hey, in the meantime, at least the new logo looks nice on the volunteers' t-shirts.