BATTERSEA REBRAND CAMPIGN
INITIAL IDEAS OF THE REBRAND
I have researched the Battersea rebrand campaign done by Pentagram. This campaign transformed the Battersea brand from an old-fashioned, conventional Charity to a new modern, unique approach.
This new approach was reflected in typography, new logo and a new slogan.
ANALYSIS OF THE REBRAND
The art director kept the signature blue colour of the brand. This was an imperative choice as the brand identity heavily relies on the colour palette. This is clear throughout other projects such as the ‘wear blue for rescue’ campaign. The art director highlighted the blue with the new watercolour logo and visual designs; this was done purposefully as it successfully emphasises the brand identity whilst giving it a playful, modern look.
The rebranding project also included a secondary campaign, ‘muddy dog’. This campaign emphasised the flexibility of the rebrand, allowing Battersea to create multiple efficient campaigns that will continue to build a strong brand identity for Battersea.
The illustration on the watercolour gives the brand endless opportunities to create new personalities for the animals. The art director has kept the design simple and accessible in order to create purpose within the design. This was done clearly to enhance the brand and make it adaptable for future campaigns.
The art director successfully refocused the purpose as “This rebrand modernises the brand, clearly communicating what it does and its purpose and is consistent across all levels of communication.” (Figure 1) and this is clear throughout the new visual identity. The consistency is clear throughout the designed merchandise. The Merchandise (such as the mug) clearly links to the visual posters as they both reflect the new brand identity. The art director has orchestrated new pictures of dogs and cats for this campaign, and this proves effective as the posters are engaging and wholesome, encouraging the user to find out more. Making the animals desirable was one of the art directors key focuses, as well as making the brand more modern and playful.
PREVIOUS BRAND IDENTITY
The removal of their old slogan in replacement for a new one, “here for every dog and cat” was very effective. The art director purposefully chose this to show the compassion of the brand and appeal to the audience that way.
The new tone of voice is very effective as connecting with the audience. It brings humanity and personality to the brand without focusing on shock tactics that charities often utilise. This puts this rebrand campaign ahead of other similar campaigns as it is innovative and new, allowing the brand to connect to a wider variety of audience and be more successful. Marinas’ bespoke approach is effective as the modernisation of the brand is a new way forward to reaching wider audiences and achieving their purpose of supporting animals in need. Furthermore, the bright handmade design (representative of Marinas’ usual style) is a clear communicator of the positivity and friendliness of the charity.
A similar campaign could be the ‘Good Dog’ campaign that I have previously looked at. The art director also took a similar route of making the brand fun-loving and light-hearted which is ultimately effective in engaging an audience that are looking for new pets. There is a difference between the campaigns however as Marina specifically made the Battersea rebrand flexible and easy to mould into fresh campaigns with the adaptability of the pet illustration and watercolour circles (as seen in the muddy dog campaign) and this specifically is how the art director has influenced the successful campaign.
THE ART DIRECTOR
The art director for this campaign was Marina Weller. She has clearly influenced the design in this project as it reflects her other project. We visited this project specifically in lecture and we saw how the different colours and shapes make an aesthetically pleasing campaign. The art direction of both designs is light-hearted and fun-loving. Being an art director means that, “These professional figures guide the entire creative process from start to finish, ensuring that every visual aspect effectively communicates the desired message.” (Figure 2) and this is clear as Marina has inputted her own personal style into the branding of both campaigns whilst also following the brief and creating an effective project.
REFERENCES
Figure 1 – Hazed (N.D) The most successful rebrands of 2018 – re-establishing purpose
https://hatchedlondon.com/the-most-successful-rebrands-of-2018-re-establishing-purpose/ Accessed 24th February 2026
Figure 2 – IED (N.D) Art Directors: who they are, what they do, and how to become one
Art Directors: who they are, what they do, and how to become one (Accessed 24th February 2026)