The longstanding London-based animal welfare charity, The Mayhew Animal Home, has rebranded, overhauling its brand strategy, identity and logo to appeal to a wider audience and highlight the range of proactive animal welfare and community outreach work it delivers in addition to the rescue and rehoming work it is well known for.
The charity has rebranded to ‘Mayhew’ with a new strapline, ‘for dogs, cats and communities.’ Their strapline was formerly `Helping animals and their carers since 1886.’
The rebrand was prompted after the charity recognised that supporters and the general public were not necessarily aware that the organisation is much more than an animal shelter with its increased focus on preventative work, education and community engagement, aimed at improving companion animal health and welfare both in London and overseas, whilst simultaneously retaining its heritage of more than 130 years of addressing the issues in its local area.
The charity also recognised that with the rebranded focus its supporter base could be broadened, appealing to a wider audience.
The London-based charity, which provides help and support to neglected, unwanted and abandoned animals as well as vulnerable, sick and elderly pet owners and the homeless and their pets, worked on the rebrand with the London branding agency, Fabrik Brands.
“We have had a significant and sustained, long-term impact over the years helping pets and their owners in the community across London and receive great affection from our supporters who know us and our work, however, this is not necessarily reflected in all of our audiences and the broader public awareness and perception,” said Sonya Brucciani, Head of Marketing and Communications at Mayhew.
“In order to engage with new supporters and raise the vital income we need to deliver our essential services in communities, both in London and overseas, we want to increase our brand’s awareness and promote the wide range of animal welfare initiatives we deliver beyond our rescue and rehoming work.”
“This is more than just a logo and name change for us. We have also updated our mission and vision, placing our existing companion animal related human behaviour change activities at the heart of the charity.”
The change in strap and logo reinforces the focus on education, preventative work and community engagement that Mayhew has led on for many years and also incorporates those dogs, cats and communities we are helping in the UK and overseas.
Caroline Yates, CEO, Mayhew, says, “We are really proud to be launching our new brand identity. A lot has changed since we started in 1886 but sadly a lot hasn’t. We still see the joy that living with a dog or cat can bring. But we still see the misery and suffering that comes from ignorance and neglect as well as the effect of treating animals as commodities.”
“We are one of the oldest London animal charities, having been at the forefront of animal welfare for 131 years, so we had to ensure that our new brand embodies the comprehensive and holistic range of innovative work that we do, as well as retaining our recognition and the loyalty and trust we have from our supporters.”
“Our animal welfare work involves so much more than being a rescue and rehoming charity with a shelter facility, so it’s important that we create wider awareness about our work in London and our efforts to create sustainable change and better lives for animals and communities where we work abroad in Afghanistan, Georgia, Russia and India.”
Mayhew is launching their new brand at their annual fundraising Family Day Out event, Hounds on the Heath, on Hampstead Heath on 16th July 2017. The day includes celebrity-judged Dog Shows, agility course, food, games and activities. The brand will be rolled out during July onwards.
For further information on our new brand, go to: www.themayhew.org/rebrand
For further information on Hounds on the Heath go to: https://www.themayhew.org/events/houndsontheheath