Renaming for brand evolution with a deft mix of novelty and clarity
Work: Global name & tagline
Category: Animal protection
What was formerly known as “The Humane Society”, found itself struggling to compete for mindshare and dollars in a crowded animal welfare space. While it had always advanced protection of all animals around the globe, prospective members and donors remained unaware of the full extent of its work. Worse, they often conflated it with local dog/cat shelters also using “Humane” or “Society” in their names.
It was time to show up in market with a clearer name, bolder cause, and more differentiated expression . Guided by a new positioning and integrated architecture, the success of name change and new messaging depended on striking just the right balance of novelty and clarity.
How we did it
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First, we evolved the name to spell out its core remit.
“Humane World for Animals” clearly defines its cause and uses a phrasal convention to bring an activist vision to the fore. It retains “Humane” to ensure continuity. It includes “World” and “for Animals” to underscore a global remit and focus on all animals. It drops “Society” to eliminate the confusion with local shelters, and add a sheen of modernity.
A dynamic logo refresh, reinforces the change, featuring animals of all types coexisting in a shared, better world for all species.
Second, we created a tagline to mobilize audiences around the cause. Elevating core elements of the new positioning, “End Animal cruelty” serves as a call to action on brand materials and campaigns. It entreats us to join “the fight”, and keeps us focused on the end goal— to tackle root causes of cruelty like industrial farming, lab testing and trophy hunting.
Humane World for Animals now has an modern, iconic brand, with a mobilizing name, presence, and message.
By balancing evolution and clarity, it is successfully overcoming the issues that once held it back.
Confusion
Fragmentation
Increased competition
