Case Study: Working Animals International transforms into a global NGO with The Clearing

Working Animals International rebrands after 100 years with The Clearing

Working Animals International, formerly known as SPANA, is a century-old charity dedicated to supporting working animals in vulnerable communities. Their challenge was a heritage brand that had become a barrier; the abstract "SPANA" name required constant explanation and their identity appeared small and parochial, hindering their need to transform into an influential global NGO. The branding and strategy consultancy The Clearing was engaged to help them reposition.

The Clearing developed a comprehensive new brand identity, starting with a clear, descriptive name, Working Animals International, that required no explanation. They created a bold visual and verbal system featuring a symbolic globe illustration, a hoof-print pattern, and imagery that puts animals at eye-level, all supported by a resolute new tone of voice. The result, as reported by The Clearing's client, was a brand that generated internal excitement and strong positive external reception from donors and partners, providing a stronger platform to raise global awareness for their mission.

Working Animals International