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ASHA recognised that the League had become an organisation defined by its campaigning behaviours, rather than a core idea, and the absence of a clear positioning led to misunderstandings and misrepresentations. The League needed a simple and compelling expression of identity, and the opportunity to re-engage with existing and potential new supporters that felt assured about what they were part of. It was important for the League to create a strong position amongst animal welfare organisations, to ensure its enemies can’t portray it incorrectly in the media.
Determined to uncover who the League really is and to get to the heart of the issue, ASHA identified that the charity is about changing human behaviour towards animals, rather than just about the animals themselves, and created the generative idea of ‘Humanity for Animals’. Like many charities, the League had previously portrayed animals as tortured victims, often leaving audiences feeling powerless themselves. ‘Humanity for Animals’ creates the distinction that the League needed – it’s all about acting for animals as anyone should, who is truly human.
ASHA created a visual positioning that shows the joy in the human and animal relationship, with the thought of ‘Soul to Soul’. This photographic style banishes the weak and helpless creature persona, and instead adopts a positive, dignified and confident stance. In essence, ASHA wanted to do the animal justice, replicating how you as a human would want to be portrayed. By depicting the animals in this light, it really makes audiences consider the inhumanity behind torturing such beautiful creatures.
In order to express the League’s main activities, ASHA created three simple categories that encapsulate everything it does, and run through the visual identity – ‘investigate’, ‘educate’ and ‘protect’. Additionally, ASHA developed a simple descriptor, which is housed within the League brand mark, DEFENDING PERSECUTED ANIMALS.
"The work ASHA has done has really helped our positioning, we possess more depth and gravitas, we take a more professional approach. It's also helped change our conversations with the police force, as we've essentially now taken on a different debate." – Philippa King, Chief Operating Officer