The Long Road Foundation rebrand
Context: Formally known as the DMT-DRSG (Dog
Meat Trade Dachshund Rescue & Support Group, The Long Road Foundation is a Scottish-based charity who rescue dachshunds from kill shelters in South Korea and China, bringing them to the UK to be adopted. They wish to re-position themselves to appeal to more donors and need a new identity which will resonate with their current supporters and new corporate and high-net value donors.
Other concepts
The concept development progressed through three distinct stages. The initial concepts explored long, winding dachshund illustrations to represent the charity’s promise of taking dogs “from harm to home”, using warm and cool colour gradients to communicate the transition from danger to safety.
Following client feedback that the designs felt too playful and literal, the second stage adopted a more geometric and conceptual approach, exploring simplified forms, hand-and-dog imagery, and refined typography. While these concepts successfully reduced the cartoon-like aesthetic, they were considered too clinical and lacked warmth.
Final concept
The final stage combined the strengths of the previous iterations, introducing a continuous single-line illustration that symbolised both the long journey to a new home and the enduring connection between dachshunds and their adopters. This approach provided a more distinctive, balanced identity that aligned with the charity’s values and creative vision.
Read more here! https://typography.network/2026/05/28/rebranding-the-long-road-foundation/
