Visual identity, tone of voice, and campaign design for Animal Kingdom, a UK-based pet charity established in 1990. Dedicated to providing exceptional care for pets and support for their owners, the organisation champions a culture of warmth, inclusivity, and genuine passion, both in its public mission and workplace culture.

The brand refresh moves away from the emotionally manipulative tropes often associated with the charity sector. Instead, the new identity speaks with clarity, optimism and integrity, balancing honesty and empathy with a spirit of expertise and ambition.

At the heart of the identity is a symbol inspired by Yin and Yang, designed to express the dual commitment to cats and dogs, and more broadly, the balance between compassion and responsibility. This is paired with a sharp, typographic wordmark set in Mono45, lending the identity a sense of credibility and structure.

The visual system is intentionally flexible, allowing the brand to speak across a range of audiences and contexts, from internal communications to national campaigns. A commemorative coin, developed from the core mark, extends the identity into a fundraising tool and collectible object.

For campaign work, the identity embraces Animal Kingdom’s playful and people-first spirit. One initiative, Pets Before Profit, reinterprets the master brand with tongue-in-cheek headlines and bold graphic treatments, reminding audiences that advocacy can be powerful without being severe.