Context
How do you sensitively evolve an identity to reflect the new reality of an organisation? The National Centre for the Replacement, Refinement and Reduction of Animals in Research (NC3Rs) is an independent scientific body. Tasked by Government, they lead the discovery and application of new technologies and approaches to minimise the use of animals in research and improve animal welfare.

Idea & difference
NC3Rs had grown in size and influence, and needed to communicate more effectively to multiple audiences. We began by defining their positioning and establishing a solid brand platform to work from. We developed the new personality around their requirement to be seen as an authoritative yet accessible scientific organisation. Our brand pledge, ‘Pioneering Better Science’, reaches out to all audiences and the new identity is more cohesive, positive and progressive in character.