With creative input from Nexus Studios and a heartfelt campaign featuring Sia, the rebrand brings fresh clarity to the charity’s mission of tackling animal cruelty worldwide and building a more compassionate future for all species.
Humane Society International UK has become Humane World for Animals — and it’s much more than just a name change. This new identity not only aligns the organisation with its global counterparts but also reflects its ambitious, borderless mission to end animal cruelty in all its forms.
With the support of creative studio Nexus Studios and a star-studded campaign led by director Johnny Kelly featuring pop icon Sia, the rebrand represents a bold step forward for the animal welfare movement.
At the heart of the rebrand lies a simple but profound challenge: people didn’t fully understand the breadth of the organisation’s work. Despite decades of impactful campaigns tackling fur farming, factory farming, trophy hunting, the dog meat trade, and more, there was a gap between perception and reality.
Humane World for Animals chief development and marketing officer explains: “Overall, what people understood about our brand and what we do was significantly less than the work we actually do around the world to tackle animal cruelty.”
That disconnect led to this moment—a fresh, unified identity designed to express the organisation’s vast global reach, unrelenting drive, and bold vision for change. The new name, Humane World for Animals, captures both the charity’s mission and its ultimate goal: a world where all animals are treated with compassion and respect.
Surveys and interviews with over 20,000 donors, partners, policymakers and animal lovers across eight countries helped shape the final identity. From this process emerged a brand purpose that’s as clear as it is powerful: ‘Together, we tackle the root causes of animal cruelty and suffering to create permanent change’.
Corcoran highlights the importance of global coherence, saying: “As our former entities have worked more closely together, sharing resources and collaborating on strategy, coming together into one global brand better reflects how we work and the scope of our vision for change.”
The change also provides clarity for audiences outside the US, where the term’ Humane Society’ doesn’t carry the same instant recognition. By adding “World for Animals”, the new name clarifies both the charity’s international reach and its core mission — no guesswork required.
The charity’s new logo is a globe encircled by animals in motion, symbolising both its global reach and its commitment to protecting species across land, sea and sky. Each animal featured — from the pig and beagle to the whale, owl and mink — tells a story of the organisation’s work, representing campaigns from banning fur farming to rescuing animals from disaster zones.
The colour palette, inspired by nature, combines the bold blue of Humane World for Animals with a familiar dark green retained from Humane Society International’s heritage. Custom typography completes the look, with Sharp chosen as the headline font for its bold, confident stance and Noto offering clarity across languages.
It’s a system designed for both impact and flexibility, capable of adapting to campaigns in Tokyo, Toronto or Tottenham Court Road without losing its sense of identity.
The rebrand’s creative centrepiece is a beautifully crafted TV ad created by Nexus Studios and directed by multi-award-winning filmmaker Johnny Kelly. Featuring handmade puppets and sets constructed from animal-friendly materials, the ad follows five animals as they journey from cruelty to compassion, visually mirroring the transition Humane World for Animals is working to achieve.
“Part of our dilemma was how to depict cruelty without causing harm to animals,” says Corcoran. “So, we decided to go with animation.” Stop-motion proved the perfect medium — tactile, emotional and filled with warmth.
The film’s soundtrack only amplifies its power. Sia’s newly recorded cover of Peter Gabriel’s Solsbury Hill underpins the narrative, its hopeful melody and poignant lyrics capturing the very essence of what Humane World for Animals stands for. “The song’s uplifting chorus mirrors our mission, capturing the joy animals feel when they are rescued,” adds Corcoran.
The campaign’s rollout is as ambitious as the rebrand itself. From high-impact billboards in London, New York, Sydney, and beyond to celebrity endorsements and a star-studded Parliamentary reception, Humane World for Animals is making sure its new message is heard loudly and clearly.
The House of Commons launch event brought together politicians, campaigners and famous faces, including Strictly Come Dancing semi-finalist Pete Wicks, who’s no stranger to Humane World’s work. “I’ve seen first-hand the incredible work they do, having joined the team to investigate the barbaric fur industry in Finland and to rescue dogs from desperate conditions on a South Korean dog meat farm,” Wicks said at the event.
As the campaign gathers momentum, early reactions suggest the new brand is already striking a chord. “The response has been universally very positive,” says Corcoran. “People understand who we are and love that the name is both a name and our vision.”
The new identity, coupled with a global campaign grounded in hope rather than horror, sets the tone for a future where compassion isn’t just an aspiration — it’s the standard.
As Corcoran puts it: “If you love animals, you are part of our world.”