New identity for the South West's leading equine charity

Each year HorseWorld saves the lives of hundreds of horses, mules and donkeys that have been neglected, mistreated and abandoned.

Just as its founders Marjorie Pelling and Madge Checkley did in 1952, the charity’s inspirational staff step in where others wouldn’t, working tirelessly to rescue, rehabilitate and rehome the animals from their site in picturesque North Somerset.

The charity has also pioneered an innovative educational programme called Discovery, that harnesses the calming influence recognised when working with horses, to provide a platform for self-growth and confidence in children that struggle in normal educational environments.

We worked closely with the charity throughout the project to engage with their passionate members, volunteers, staff and trustees. Hosting a series of focus groups, workshops, interviews and open forums we quickly revealed both the driving force of the charity, and a clear point of difference within the increasingly competitive equine charity sector.

At the core of the charity is the mutually beneficial relationship and compassion shown between people and horses. Based on the Gallo-Roman goddess Epona (the guardian and protector of horses), the new identity brings the members, donors, legacy leavers, dedicated staff, volunteers and supporters to the fore. We invite them to become the guardians / protectors and ‘heroes’ of the charity – becoming Epona in a contemporary context. 

As a long-standing charity, established in 1952, it was crucially important for our new brand to encompass all of the values that are important to our work, whilst appealing to a very wide age range of supporters. It needed to be “both nostalgic and contemporary” – a tough brief for anybody!

Peloton guided us through a very structured, tried and tested process to help us determine our new brand, coupled with their unique skill-sets and enthusiasm to get to the correct end-result, no stone was left unturned.

Mark Owen, Managing Director HorseWorld

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