Animal welfare charity Working Animals International has launched a refreshed identity, aimed at better reflecting its purpose in protecting working animals such as horses and donkeys. The rebrand includes a striking new logo featuring intertwined profiles of these beasts with beautiful use of negative space.

The new branding marks a departure from the previous look and is part of a broader strategy that now more clearly positions the charity's mission. Enviral agency collaborated on producing an advertising campaign to support the launch, focusing on the vital role working animals play in communities around the world.

“Our approach was to tell our story simply and clearly,” says Jonathan Hubbard from The Clearing. “The new identity makes it easier for people to engage with and support us.”

The colour scheme and typography have also been updated to reflect nature, while maintaining a resolute and transformative tone. This rebrand aims to strengthen the charity’s position in supporting working animals amid growing climate pressures and economic uncertainty.