Allotment to rebrand The Donkey Sanctuary

The Allotment has been appointed to rebrand international charity The Donkey Sanctuary.

Following recommendation the consultancy presented its credentials and is now reviewing the entire brand of the charity, which is understood  to have an annual income of around £24m.

The Donkey Sanctuary is a UK based charity working to improve conditions for donkeys and mules internationally.

‘Potentially’ there will be a new identity according to Paul Middlebrook managing director of The Allotment who adds, ‘As with any charity there is a long consultation process – to avoid potential alienation of existing donors.

‘Making sure the brand and positioning are relevant for future generations as well as existing audiences is key and any identity will have to work across media,’ adds Middlebrook.

Middlebrook has appointed former Elmwood senior design director Michael Smith as The Allotment’s new creative partner and is looking to make further senior appointments as the consultancy grows.

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