Because every horse matters. Everywhere. Always.
For almost 100 years, World Horse Welfare has put the horse at the centre of how we think, act and care for them – in the UK and across the globe.
But with their centenary approaching, the charity were struggling to articulate their work and connect with their audiences.
Red Stone were appointed to uncover and articulate a more emotive story. Originally commissioned to develop a purpose-led brand strategy and tone of voice, the project evolved to include a full refresh of their visual identity – bringing the strategy to life and giving them the tools they need to step into a second century of action.
Engagement
- Engaged and managed input from stakeholders across the organisation
- Board engagement
Discovery
- Workshops with volunteers, staff, contractors, supporters and international team
- Surveys and analysis
- Brand audit
Strategy
– Proposition, personality and brand story
– Tone of voice framework
– Messaging matrix
Creative
– Logo development
– Visual identity system
– Iconography and illustration
Testing
– Quantitative and qualitative testing
Delivery
– Brand guidelines and training
– Brand assets and templates
From foundation to future
World Horse Welfare has a rich history dating back to 1927. But as the charity approached its 100-year milestone, they needed a better way to tell that story. To connect with a global audience across a range of issues, we had to bring the emotional heart of their work to the surface.
To understand where the brand needed to go, we started by looking back. We ran a deep-dive audit and sector analysis to see what was working, what wasn’t, and how they stood out in the wider sector.
Through workshops and interviews we immersed ourselves in the world of equine welfare, zeroing in on the overlap between a passionate supporter base and a global charity operating across every aspect of equine welfare.
Putting the horse at the centre
Building on our research, we anchored the brand's positioning in a single proposition: To put the horse at the centre of how we think, care, act, ride and legislate.
We captured the spirit of teams across the UK and internationally through the personality 'Tenacious Advocates'. This approach balances the charity's position as a principled voice pushing for change with being an accessible facilitator working alongside communities, owners, and governments.
We stress tested the new strategy with both warm and cold audiences, to ensure it landed emotionally and logically.
With the foundation set, we translated the personality into a distinctive, flexible tone of voice and messaging framework that unites every aspect of their work.
Crafting and refining the logo
As part of our discovery phase, we'd outlined limitations with the existing visual identity. With the new strategy locked in, we now had the foundation we needed to give it a new lease of life. Central to this update was the logo. While the existing mark had strong recognition, its execution was holding the brand back. The horse in the original roundel was dated, over-groomed, and over-flexed – an unintentional welfare concern that clashed with the charity’s core mission.
Because horses communicate their emotions through subtle shifts in posture, ear position, and eye tension, getting the anatomy right was critical. After extensive research and exploration, we crafted a new version of the logo that respects the welfare of the horse, while injecting it with a renewed sense of energy.
A system ready for the next 100 years
Tapping into the renewed energy in the strategy and logo, we developed a new visual system that gave the charity the stand out and flex it needed.
A broader, more vibrant colour palette allows the brand to flex for different audiences, contexts and situations, while a characterful headline typeface anchors an energetic, forward-looking identity with a century of heritage.
The result is a visual identity that captures the contrasts of the personality – dynamic and bold, reassuring and expert.
Everywhere. Always.
By aligning strategy, tone of voice, messaging and visual identity, we gave World Horse Welfare a single minded way to communicate.
The reinvigorated brand gives the charity the tools needed for their mission – to protect horses, campaign for change, and lead the global conversation on horse welfare for the next 100 years.
