RSPCA Team Animal

The RSPCA relies on a large and diverse community of fundraisers to support its work—people who run, cycle, swim, climb and take on personal challenges to raise vital funds for animal welfare.

The challenge was that this activity lacked a single, cohesive identity. Team Animal was created as a unifying fundraising brand that could bring all of this effort together under one clear, motivating banner.

I worked on the development of Team Animal from the ground up, helping to define the positioning, tone of voice and overall brand expression. The work focused on creating an inclusive, energising identity that anyone could feel part of—regardless of the challenge they were taking on—while remaining unmistakably rooted in the RSPCA brand.

The project included the rollout of the new brand across a wide range of fundraising assets, including event bibs, supporter communications, fundraising packs and marketing materials. The result was a clear, consistent and emotionally engaging system that made fundraising feel more unified, recognisable and motivating for supporters, while helping the RSPCA better champion the people who raise funds on its behalf.