The Background

The National Society for Prevention of Cruelty to Animals (NSPCA) was created through the merger of the DSPCA and ISPCA, bringing together two of Ireland’s best-known animal welfare organisations and decades of experience in care, advocacy and education.

The merger was an opportunity to create something new while building on the trust and heritage both organisations had earned.


The challenge was one of balance. The NSPCA needed the authority to lead, influence legislation and shape policy, while retaining the warmth, empathy and compassion at the heart of animal welfare.


It also needed to move beyond what it does. Rescue, rehoming and inspection are important parts of its work, but its role extends much further, from education and advocacy to influencing the way Ireland thinks about its relationship with animals.

The new identity needed to reflect that bigger purpose and give a newly unified organisation the presence to match its ambition.

The Idea

Animals have always been woven into the story of Ireland. From farming and the landscape to folklore, culture and art, they are part of our history, our communities and our shared identity.

You can even find them on Ireland’s very first coins. Long before animal welfare became a modern cause, animals were already part of how Ireland represented itself.


They aren't separate from the story of Ireland. They are part of it.


We saw animals as the soul of the land, and the NSPCA as a guardian of that soul.


This shifted the focus from what the organisation does to why it exists. The NSPCA is not only there to protect individual animals. It has a wider role in protecting their place in Ireland’s present and future.


From this came One National Voice for Animals.


More than a tagline, it became the organising idea for the brand: two established organisations coming together to create one stronger, more influential voice for animals across Ireland.

The Execution

The identity needed to feel authoritative without becoming cold, and human without losing presence.

A bold logotype gives the NSPCA the confidence expected of a national organisation, while Lichen and Slate draw from the colours and textures of the Irish landscape, creating a palette that feels contemporary, enduring and distinctly Irish.


A bespoke illustration style brings personality and flexibility to the brand, giving the NSPCA a distinctive way to represent different species, campaigns and advocacy topics while keeping animals at the heart of the identity.


Photography focuses on the relationships between animals and people, bringing connection, care and responsibility to the forefront.


Alongside the identity, we developed the verbal identity, brand guidelines, photography direction, illustration principles, fundraising campaigns, signage, publications and a new digital experience.


Together, these elements give the NSPCA a flexible communications system that can move from public awareness and fundraising to education, policy and advocacy.

The result is a distinctive national identity that brings together two legacies while giving the NSPCA its own voice, purpose and ambition.
A stronger voice for Ireland’s animals.