Assistance Dogs UK
Taking control of the narrative for UK charity
A confident, accessible brand system that empowers Assistance Dogs UK to lead with clarity, protect standards, and challenge misinformation.
Taking control of the narrative with a confident, accessible identity system
The challenge
Championing standards, breaking down barriers
Assistance Dogs UK is the unifying body for accredited assistance dog charities across the country. Before our refresh, its identity was being obscured by misinformed external voices, often leaving its vital role surrounded by confusion. It was not clear how the organisation differed from accrediting bodies, and the life-changing impact of its work was rarely seen by the public. To protect assistance dog partnerships, Assistance Dogs UK needed to step forward as a confident, public-facing authority that could own its narrative and lead the sector with clarity.
The strategic work
Strategic thinking rooted in inclusion
We brought a strategic framework built on five core genes – trusted authority, collaborative leadership, standards champion, bridge builder and change catalyst – to position the organisation as the ‘glue’ of the sector. Redefining and reclaiming Assistance Dogs UK’s narrative enabled it to lead the sector with clarity, ensuring that every assistance dog partnership is universally welcomed, respected and understood. This was bolstered by the creation of a ‘confidence badge’ to reassure of training excellence.
Accessibility sat at the heart of this project, influencing every creative choice. We selected Atkinson Hyperlegible as the primary body typeface to ensure maximum clarity for all users and developed a high-contrast colour palette to maintain legibility across every medium.
The outcome
A future of barrier-free access
The refresh has transformed how Assistance Dogs UK communicates, moving from fragmented internal dialogue to a singular, authoritative voice that decision-makers now listen to. By incorporating a dedicated ambassador programme, the narrative has shifted away from external misinformation toward the life-changing impact these highly trained assistance dogs have on independence. The organisation is now equipped with a professional toolkit that clarifies legal rights for businesses, effectively breaking down the barriers faced by assistance dog partnerships.
What we did
Brand narrative
Key messaging
Brand launch campaign
Social media toolkit
Such subtle tweaks, but it’s transformational. I never thought the visual of an e-mail signature could make me so excited but it has.
Vicky Worthington
Executive Director
Assistance Dogs UK
When brand evolution is done right
When we begin a branding project, our first thought is how to retain what is strongest and replace what isn’t. It isn’t always about revolution; more often, a careful evolution is the best approach. This project demonstrates how a combination of well-considered, subtle changes can completely refresh a brand’s image. The ADUK brand remains instantly recognisable, yet it is bolder through its simplicity. The result is a fresher identity that is highly distinctive, accessible, and easier to manage—while remaining firmly Assistance Dogs UK.
5-Star rated. Award-winning work.
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