New look, new brand for Brooke equine charity

The Brooke equine charity is moving into a new chapter, with a new brand, logo and website.
The Brooke equine charity is moving into a new chapter, with a new brand, logo and website. ©The Brooke/Freya Dowson

International working horse and donkey charity the Brooke has launched a new brand, logo and website this week as part of its new five-year strategy, which started last month.

Brooke worked with communication agency Arthur London, conducting in-depth audience research to help develop a new look and voice. The new look has been coupled with an easy-to-use website, created with digital agency Sift Digital, to attract more supporters and fundraisers through digital channels such as Facebook and Twitter. The new look aims to appeal both to dedicated long-term supporters, and new potential supporter audiences.

brooke-logoBrooke talked to a huge range of people ranging from those who have supported them for many years and people who had never heard of them. The new brand, logo, content strategy and strapline “Action for working horses and donkeys” all work to enable instant understanding of the charity’s work and the role of working animals in sustaining the livelihoods of millions of people around the world.

Brooke, a UK based charity working in more than a dozen countries worldwide, exists to improve the lives of horses, donkeys and mules. These animals support people living in developing countries to earn an income, provide food and water for their families, and ease the strain of carrying out household tasks.

However, these animals suffer from disease, malnutrition and overwork, and their owners and handlers often do not have the resources or knowledge to keep their animals healthy. Brooke works with them, as well as service providers, governments and other international organisations to make lasting improvements to the lives of working horses and donkeys.

Petra Ingram, Chief Executive of Brooke said “it was now time for the next chapter in Brooke’s journey”.

“There are 100 million working horses, donkeys and mules in the world and we’ve come far in our mission to help them and their owners – we are on track to achieve our goal of reaching two million animals a year by the end of 2016.

“Brands are an important asset – it’s what people think, feel and say about the charity and is key to raising awareness and encouraging more people to support our work.

“I’m excited about our new look and proud of our ambitious new global strategy. With help from our fantastic supporters we’re going to reach more working horses, donkeys and mules around the world that desperately need our help. We are taking action to create long lasting change to improve their lives now and in the future,” Ingram said.

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