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  • Sean Stephens

A new identity for the UK's leading charity for working horses, donkeys and mules


We’re delighted to share our new visual identity for Brooke. Launched in May 2016, the new identity marks the first time the brand has refreshed its image in over 10 years and signals the start of the charity’s new five-year strategy.

The aim of the new identity and 5-year strategy is to increase presence and reach within their potential audiences.

The new brand, logo, content strategy and name work together to enable instant understanding of the charity’s purpose and the role of working animals in sustaining the livelihoods of millions of people around the world.


The newly named ‘Brooke Action for Working Horses and Donkeys’ is dedicated to improving the lives of the 112 million working horses, donkeys and mules across the world. Operating in Africa, Asia, Latin America and the Middle East the charity reach over 1.8 million working animals.

The new visual identity represents the Brooke as an action-orientated and solutions-focused organisation. One that enables and empowers the communities it aims to serve. Brooke vets and health workers operate on-the-ground, working closely with the local people to help improve understanding of animal welfare and husbandry – so ensuring a continued improvement in living conditions for these needy animals.

Petra Ingram, Chief Executive of Brooke said:

“There are over 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. It is now time for the next chapter in Brooke’s journey.

“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."

We’re very proud to have worked with Brooke on this project and if you’d like to see more of the work that they do, you can visit their website here


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