Animal Welfare League QLD launches biggest rebrand in 67 years via Studio Paradise + denstu

Animal Welfare League Queensland (AWLQ) has launched the biggest rebrand in its 67-year history, unveiling a new brand platform, visual identity and integrated campaign developed by creative agency Studio Paradise and media agency dentsu Queensland.

The new identity honours AWLQ’s rich history and the people who built its strong foundations, while bringing its five rehoming centres, four community vet clinics and nine thrift shops together under one consistent system across Brisbane, Ipswich and the Gold Coast.

Community sits at the heart of the new identity. Rather than idealising the relationship between people and animals, the system reflects life as it really is: joyful, messy, difficult and deeply rewarding. Community-donated imagery and illustrations bring those real experiences into the brand, while a new framing device gives everyday moments the prominence they deserve.

At the centre of the identity is a new icon formed by the joining of two hearts, representing the enduring bond between people and animals. Its new tagline, “Together, for life.”, carries two connected meanings: keeping people and animals together for as long as possible, and recognising that both our lives and theirs are better when they are shared.

The brand reflects AWLQ’s long-term commitment to the human–animal bond and its Community and Companion Animal Wellbeing Strategy, which places prevention, early intervention and pet-inclusive support at the centre of the organisation’s future direction.

Says Christian Bowman, Head of Marketing & Digital, AWLQ: “We are grateful to Studio Paradise, dentsu Queensland and 3P Studio for their partnership and for providing both paid and generous pro-bono support. Their contribution has helped us create a brand that feels true to our history, practical for our teams and powerful enough to carry our purpose forward.”

Studio Paradise created the campaign, while the hero television commercial combines user-generated content with newly shot footage with Yindi the kelpie adopted from AWLQ Coombabah. The film was directed and shot by Brodie Rocca, with post-production by 3P Studio. Media planning and buying was handled by dentsu Queensland.

Says Jay O’Neill, Founder & Creative Director, Studio Paradise: “The vision and commitment of the AWLQ team was incredibly inspiring, and this was a true collaboration. We wanted to create a brand that met the organisation where it is: a practical system designed around the real stories, imagery and creativity already coming from its community. That authenticity became one of the brand’s greatest strengths, grounded in a simple truth: people and animals are better together.”

The brand launches with an omnichannel campaign across free-to-air television, broadcast video on demand, radio, out-of-home and social media.

Says Kelly Jack, Integrated Client Lead at dentsu Queensland: “At dentsu Queensland we understand how important our pets are to our families and the joy that they bring. The work that AWLQ does in improving the lives of companion animals is extraordinary, and we have loved working alongside the team to help launch their rebrand in market, shedding light on the incredible work that they do.”

AWLQ also worked with the Institute of Sustainable Philanthropy (UK), Experian Australia and its own first-party data to inform the campaign’s audience understanding, targeting and messaging. Staff and volunteers also helped shape the identity through internal activations: they are featured throughout the campaign and visual system, helped name the new colours, and contributed to the suite of animal illustrations, alongside children attending AWLQ’s school holiday programs – making it a true community effort shaped by animal lovers of all ages.

Client: Animal Welfare League Qld (AWLQ)
Chief Executive Officer: Sam Jacklin
Head of Marketing & Digital: Christian Bowman
Brand and Communications Manager: Ammber Doyle
Marketing Producer: Shannon Turley

Creative Agency: Studio Paradise
Creative Director: Jay O’Neill
Executive Producer: Christian Bowman
Director: Brodie Rocca
DOP: Brodie Rocca
Gaffer: Ben Russell

Media: dentsu Queensland
OOH Partners: OA Collective, JCDecaux, QMS

Post-production Studio: 3P Studio
Head of Production: Amanda Sharp
Senior Offline Editor: Luey Conway
Motion Design: Gwyn Dixon
Colourist: Caleb De Leon
Flame Artist: Caleb De Leon
Sound Design: James Starnes
Music: “House I Love”, provided by mobygratis

Voice Over Production: Abe’s Audio
Audio Engineer: Damo
Production Coordinator: Jasmine

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