Our ‘Kindness in Action’ global brand repositioning for Animals Asia has helped grow their income and further their crucial work for animals in their countries of operation.
‘There is no greater force for good than the power of Kindness in Action’
CHALLENGE
Founded in 1998 by Jill Robinson, Animals Asia had successfully alerted the world to the horrific practice of bear bile farming in Asia. 20 years later they had grown into a multi-faceted animal welfare organisation, and needed to reposition themselves in order to further their work within their countries of operation.
APPROACH
Their previous positioning, ‘until the cruelty ends’, put them at odds with local authorities – with whom they had to work in order to achieve their goals. We needed to shift from the negative and focus on the positive outcome ending bear bile farming would have for bears and humans alike. It also had to be relevant to all the other species they now worked with.
The organisation already had a positive culture that was actually a mirror of Jill Robinson’s own personality, so we used those personal traits as the basis of the four new brand pillars: Empathy, Respect, Courage and Tenacity. The new tagline was a reflection of how they acted and how they had achieved their success: Kindness in Action. Based on the new positioning, we developed an entirely new brand design, retaining the logo – and incorporating their cartoon mascot ‘Moonie’. We developed a new tone of voice, a new brand narrative, manifesto and a completely new brand guidelines document.
OUTCOMES
After developing the new brand positioning, The Proverbials’ Brian Daly was hired as Animals Asia’s Global Director of Communications to rollout the new brand internally to the multicultural, multilingual organisation, and externally across all owned, earned and paid media / In 2021 we achieved a 42% YOY growth in fundraising based on the new positioning / Animals Asia is on course to end bear bile farming in Vietnam by 2026.
OUTPUTS
Brand repositioning / Tagline / Brand narrative / Brand Manifesto / Brand Manifesto Video / Storytelling/ Brand Tone / Brand pillars / Brand design / Brand guidelines / Brand architecture / Internal presentation and embedding of new brand to multi-lingual, multi-cultural global organisation
https://drive.google.com/file/d/1ux9k_Rp53B0fMUUgAoCrmFCQYZGrPgSc/view