The RSPCA (Royal Society for the Prevention of Cruelty to Animals) is the largest and oldest animal welfare organisation in the world, dedicated to working with partners and the public to rescue, rehabilitate, and rehome animals in need. With a mission to prevent cruelty and to inspire everyone to create a better world for every animal, the RSPCA operates numerous animal centres, clinics, and hospitals across England and Wales.
They sought a comprehensive rebrand across their fleet and 300+ sites, focusing on a flexible approach, high production standards, sustainability and clear communication of their mission. They needed a partner who could provide vehicle livery and signage nationwide, while keeping their carbon footprint down. Suzanne from the RSPCA found us during her search for a company that could deliver this ambitious project. Impressed by our offerings, we were invited to tender.
The RSPCA, committed to a professional rollout of their bold new brand and to making responsible choices with public funds, chose us for our nationwide installer network and ability to deliver sustainable branding solutions.
Our initial site survey covered three locations, and we then presented our solutions in London, detailing product choices, installation capacity, and our ability to handle permits and access equipment. Following a tour of our premises, we began Phase 1, completing five initial sites. This success led to 50-60 site surveys for Phase 2 and another 60 for Phase 3, with each phase, including survey, manufacture and installation, taking three to four months. This process happened at a pace, but we kept a keen eye on maintaining high production standards despite the speed of rollout.
The design phase of the RSPCA rebrand was particularly complex due to the need for hundreds of bespoke designs for different signs. Each design had to align with the new brand guidelines while catering to the specific requirements of each site, which includes animal centres, clinics, hospitals and public-facing shops. Our design team worked to make sure that every sign was not only functional but also visually appealing and consistent with the RSPCA's brand identity. This involved selecting sustainable materials, such as durable and recyclable aluminium, to meet the RSPCA's commitment to sustainability. We worked as partners with the RSPCA, sharing challenges and generating creative and practical ideas to address them.
During the rollout, we worked closely with individual sites to gain their confidence and understanding in the rebrand process. We took a collaborative approach, working closely with each site to share the benefits of the new branding and the quality of our solutions. We held meetings and provided detailed explanations of our processes, emphasising our commitment to sustainability and the advantages of a unified brand identity. By involving site managers in the decision-making process and addressing their concerns directly, we were able to build trust and ensure a smooth transition. Notably this transition was a big change for site managers as the brand had not changed for over 50 years.
The RSPCA is delighted with the rebrand, which has significantly improved wayfinding and public engagement through impactful signage. Our sustainable processes and transparent waste management have reinforced their commitment to responsible spending whilst effectively delivering their bold new brand. We’re proud of the positive feedback from the RSPCA, which highlights the success of our collaborative efforts and the effectiveness of our solutions.
This October, the Aura team is on the road, surveying a further 60 sites and installing another 60. This is thanks to our nationwide network of installers and our continuing dedication to deliver high-quality, sustainable branding solutions.
We also set up an online ordering system fleet and marketing materials, giving each site instant access to consistent branding resources. This system not only streamlined the process but also provided autonomy to the individual locations.
