World Animal Protection

In our long-running relationship with this leading animal welfare charity, we’ve worked closely together to set a new brand direction, underpinning a bold ambition for global change.

We partnered on

  • Global brand guidelines
  • Global brand positioning and idea
  • Global employee brand engagement
  • Global messaging and tone of voice
  • Global partnership branding
  • US and UK campaign creation

The ambition

Brand as a rallying cry to drive a people-powered movement towards change for every animal.


The ideas

The simple, yet evocative brand idea ‘Change lives. Forever’, emerged from substantial research, stakeholder engagement and a deep understanding of the treatment of animals in today’s society. Through our long-term partnership with this enlightened client, we’ve simplified and reinvigorated the brand’s language to reflect their vision, mission and long-term global strategy and enable them to express the complex challenges we face as a society in a way that means more to more people.

“At World Animal Protection our mission is ambitious and bold, as we fight to address the urgent crisis that is facing all animals. We needed to reflect this ambition and the urgency of our ten-year strategy in our global brand expression. It was important to unite the organisation behind a compelling proposition that reflected our work and capture within comprehensive new guidelines for our worldwide network and partners to use.


We came to Pollitt & Partners as we knew their approach to always be smart, effective and collaborative. The project was truly immersive from the start as we involved over 80 members of staff to help shape the results. The team facilitated and helped us integrate our thinking, bringing together perspectives, disciplines, channels and markets.”


Georgie Bradbury 
Global Head of Brand Engagement
World Animal Protection

“Instrumental to the success of this project – the Pollitt & Partners team were passionate about our cause and confidently led us through a process that felt progressive and powerful. They gave us clear and honest reflection and guidance, helping us to realise the strength in our brand.”


Georgie Bradbury 
Global Head of Brand Engagement
World Animal Protection