An international equestrian welfare charity has unveiled a new look to attract more supporters.

Yesterday (5 May), Brooke launched its new brand, logo and website.

The changes accompany the charity’s new five-year strategy, which started last month.

“There are 100 million working horses, donkeys and mules in the world and we’ve come far in our mission to help them and their owners — we are on track to achieve our goal of reaching two million animals a year by the end of 2016,” said Petra Ingram, chief executive of Brooke.

“It is now time for the next chapter in Brooke’s journey.”

Brooke’s new look is intended to appeal to the charity’s long-term supporters as well as potential new supporters.

The new brand has been coupled with a new website, hoped to attract more supporters and fundraisers through digital channels like Facebook and Twitter.

“I’m excited about our new look and proud of our ambitious new global strategy,” said Ms Ingram.

“Brands are an important asset — it’s what people think, feel and say about the charity and is key to raising awareness and encouraging more people to support our work.

“With help from our fantastic supporters we’re going to reach more working horses, donkeys and mules around the world that desperately need our help.”

She added that the new brand, logo, content strategy and strapline “Action for working horses and donkeys”, work to enable instant understanding of the charity’s work.


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Brooke operates in 11 different countries, and funds projects in four others.

It currently reaches over 1.8 million working horses, donkeys and mules.

For more information visit Brooke’s new website: www.thebrooke.org.