Battersea is a much-loved charity with a rich and storied history, however research revealed that while awareness was high, perceptions of the charity's work were out of date.
Driven by plans to increase its impact for dogs and cats in need of help, Battersea undertook a brand refresh to clarify its vision and purpose, with the aim of extending its appeal and improving communications with all audiences in todays digital world.
Research was conducted to get under the skin of the organisation, including focus groups with supporters, interviews with Trustees, and shadowing staff and volunteers in their daily tasks. From these insights Pentagram identified the brand proposition 'unconditional care for every dog and cat', which recognises Battersea's non-selective intake policy, the great lengths that its people go to in getting dogs and cats ready for rehoming, and its ambition to help more animals beyond its gates.
This became the strategic platform for a strong new brand identity for Battersea, which was developed by Pentagram and implemented by the in-house design team. Launched with a brand campaign in April, after only 4 months results indicate a 6%pt increase in spontaneous awareness, 7%pt increase in prompted awareness and 56% increase in website traffic. More importantly among those visitors there has been a 19% increase in the number of people who register to rehome a dog or cat.