The RSPCA Uniform Rebrand That Puts People & Purpose First
07.10.2025
RSPCA
As part of an exciting national rebrand, RSPCA Australia engaged Total Image to deliver the first unified uniform range for all eight autonomous state and territory member societies. The challenge? To create a fit-for-purpose range for a diverse workforce—from rangers to retail, head office to animal shelters—while balancing local requirements and national cohesion.
Key Highlights
- Designing a custom uniform range for 46 locations nationwide.
- Providing a cohesive fit for purpose range for diverse workforce with varying local requirements.
outcomes
Outcomes
- Extensive Custom & Fit-for-Purpose Range: Total Image developed a tailored range spanning polos, scrubs, pants, shorts, aprons, and corporate wear. The hero product—custom polos—features breathable, durable fabric with twin-stripe collar detailing and RSPCA's signature green dual paw print for brand recognition and charm.
- Jurisdiction-Specific Range & Ordering: To meet the unique needs of each state, Total Image provided modified product options—such as long sleeves only for SA—and built a custom online platform segmented by jurisdiction, supporting localised subsidies and order access.
- Engaging Photoshoot & Visual Identity: Total Image coordinated a photoshoot at the Yagoona Shelter in NSW, showcasing the range on real RSPCA staff. The imagery was used across the online store, internal catalogues, and brand communications.
- Custom Online Store & Autonomy: Total Image's bespoke e-commerce platform supports individual staff allocations and enables each state to apply unique subsidy values, offering both flexibility and streamlined functionality across the federation.
Today, Total Image proudly outfits RSPCA staff across 46 sites nationwide, delivering a uniform program that honours the organisation's mission, meets rigorous practical standards, and unites a diverse workforce under one national identity.
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