A year on since Dogs for Good announced its rebrand from Dogs for the Disabled – Director of Marketing Lucy Vincent will be talking at the Institute of Fundraising Convention at the Barbican on the 6th July 2016 about how the charity kept its staff, donors and stakeholders engaged during the process.
Peter Gorbing, Chief Executive for Dogs for Good said “this was more than just a rebrand but a fundamental consideration of terminology – in part the catalyst being when I was listening to Baroness Tanya Grey Thompson’s radio interview following the 2012 Paralympics in which she talked about a new era for people with disabilities that needed to remove some of the old fashioned terms and labels. We knew achieving this for what was then Dogs for the Disabled would be difficult whilst still ensuring clarity and empathy with our clients, donors and stakeholders – a year on from the name change we’ve been delighted with the results and the mainly positive feedback we’ve received ”.
Dogs for Good is delighted that our rebrand, with agency Fleishman Hillard Fishburn, was awarded a Silver in Best Strategic / Creative Development of a New Brand, and a second Silver in Best Visual Identity for the Charity / NGO / Non-profit sector in the 2016 Transform Awards Europe.
These prestigious brand industry awards are important recognition of the hard work and achievement of all staff and the Rebrand Working Group, together with Fleishman Hillard Fishburn in creating our new brand and visual identity. They show how important branding is in the marketing world and especially in the highly competitive charity sector.
The award trophies are proudly displayed in the reception of our National Training Centre in Banbury, Oxfordshire.