RSPCA
Bilingual campaign design for responsible dog ownership across Wales
The brief was to create a campaign identity that worked within established RSPCA brand guidelines, while giving Take the Lead its own recognisable and ownable presence across campaign communications. The campaign needed to communicate in both languages, feel engaging and approachable, and encourage positive behaviour while reflecting the authority and credibility expected from both RSPCA Cymru and Local Authorities.
Working within an established brand required a careful balance between consistency and creativity. Rather than creating something completely new, we interpreted the existing RSPCA brand in a way that gave the Welsh campaign its own distinct personality while remaining unmistakably part of the wider organisation.
The visual style was designed to work seamlessly across both Welsh and English, creating a flexible campaign system that could be applied consistently across every campaign touchpoint.
One of the strengths of the RSPCA brand is its flexible visual system. Whilst the familiar blue remains central to the organisation’s identity, we explored the wider colour palette to create brighter, more engaging campaign graphics that encouraged people to stop, take notice and get involved.
Alongside the campaign identity, we created a bespoke Take the Lead campaign marque using existing RSPCA design principles, giving the campaign an ownable visual asset that could sit confidently alongside the master brand.
Every element was designed to strike the right balance between authority and approachability — encouraging responsible dog ownership through positive, engaging communications whilst reinforcing the trust and credibility of the RSPCA.
The result was a flexible bilingual campaign that gave RSPCA Cymru and Local Authorities a consistent set of tools to engage communities across Wales.
The identity created a recognisable and engaging platform that could be adapted across a wide range of channels, giving the Welsh national campaign a distinctive presence while remaining true to the RSPCA brand.
“Martin Hopkins has been our trusted design agency for a number of years and the work we receive from them has always been exceptional. We recently changed our brand so our latest project was far from ‘business as usual’ but they worked with us to ensure that we got the results we were looking for while being extremely patient and flexible with us throughout.
We would highly recommend MH to anyone needing design support without hesitation.”
Billie-Jade Thomas RSPCA Cymru
