The Royal Kennel Club has spent more than 150 years championing dog health, breeding and training standards. Following its royal accolade and rebrand, the organisation set out to challenge perceptions of being old-fashioned by repositioning itself as a warmer, more modern and relatable voice for dog lovers.

Centred around the idea that “dogs are royalty”, the new identity balanced British luxury and authority with wit, warmth and playful storytelling - capturing the devotion owners have for their dogs through the platform: “At their service”