With a million donkeys in its care worldwide and in the midst of the recession, The Donkey Sanctuary required a unifying, emotional brand that would act as a catalyst for growth in the face of falling donations across the charity sector. Focusing on core values of love, care and devotion, The Donkey Sanctuary’s new brand puts the donkey at the heart of everything they do. The heart motif is a cross-cultural icon that works on a global level, and echoes in their print collateral, merchandise and signage at donkey sanctuary visitor attractions. Despite donations to animal charities falling by 24% on average, the brand overhaul increased the charity’s income annually by an average of £3.25million and directly enabled a 60% increase in the number of donkeys the charity cares for. The adoption scheme has arrested a decline, with new adoptions leaping 700% within two months of relaunch and supporter numbers are up across the board, from volunteers to website visitors.