Helping Hooves Donkey Rescue’s mission is to provide a safe and loving environment for all donkeys and miniature donkeys that have been abused, neglected or abandoned. Along with education and medical care, they strive to find forever homes for every animal they take in. The organization, started and run by a middle-aged couple, has recently completed their main rescue and rehabilitation facility that is located on 120 acres in New Mexico. There are already nearly 100 rescued donkeys living there. They wanted to rebrand and reach a new and younger audience.

The branding is focused on being modern & welcoming. The colors are slightly bright and natural. The goal is to represent a nurturing environment. The colors also keep the audience interested since they don’t have the usual wildlife rescue colors. The target audience is majority women, so the pastel blues and natural browns create a small feminine minimal look to it. The primary logo is memberable but straightforward. It explains everything one is to know about the rescue, all in the logo.