Work / PDSA
Brand in action for the UK's leading vet charity
PDSA treats the pets of people who could not otherwise afford it: 48 pet hospitals, 1.7 million people helped a year, funded entirely by donations. Over several years, working for the agency Caramba, I applied the brand across everything the charity needed: a £2.4m hospital's signage and customer journey, a 68-page annual report, fundraising campaigns, retail posters, donor collateral and short film.
01 · Manchester Pet Wellbeing CentreA customer journey for a £2.4m hospital
PDSA's new Manchester hospital replaced a hundred-year-old site in Old Trafford. The brief was to reinvent the signage, create a detailed customer journey and design the digital touchpoints for visitors, then carry the new brand through every touchpoint of the centre, so that people arriving with a stressed pet know exactly where to go.
- Wayfinding first. Numbered stages from reception to consult, weigh-in and pharmacy, so the route through the building is obvious without asking.
- Warm, not clinical. The brand's colour and photography make a hospital feel like somewhere you would choose to bring your dog.
- The retail store and the "MOT" check-up service integrated into the same system, with leaflet racks, price points and donation messages in one voice.
02 · Annual reportSixty-eight pages that read like the charity feels
The 2018 annual report had to satisfy trustees, auditors and regulators and still feel like PDSA: pets first, numbers made friendly, and the story of a year told with warmth. Big figures sit inside the brand's circular device, chapters are colour-coded, and photography of real patients carries the reader through the statutory sections.
03 · Campaigns and fundraisingPosters, social, donors and DogFest
- Stock donation and volunteering. "Time for a declutter?" poster sets and Instagram formats for charity shops in Ashton-under-Lyne, in standard and editable versions so stores could localise them.
- Mid-level donor campaign. A square donor booklet and thank-you cards with real patients on the cover.
- Retail and events. New-goods spring range posters for the shops and a DogFest 2019 gazebo with four design options.
04 · In motionA fourteen-second reason to smile
Short social film for the charity, cut to be watched without sound.
