Dingo Den Animal Rescue (DDAR) was birthed out of the love, compassion and respect Joshua Said felt towards the magnificent but marginalised and misunderstood Australian Dingo. Driven by a desire to intimately understand dingoes and correct an obvious injustice, Josh began an initiative to save this threatened species, and with them, all vulnerable Australian flora and fauna.

BRAND PHILOSOPHY

A brand is the collective identity of an organisation, service, product, place, project or person. It combines a number of tangible and intangible elements to communicate this identity such as a brand name, slogan, colours, logo, fonts and a distinguishable persona known as a brand lexicon.

Brands can be thought of as a character who has a specific story to tell to a certain group of listeners. A successful brand looks, talks and behaves a certain way to communicate a certain message and achieve a certain goal.

This means a successful brand will have a:

• unique appearance (style guide - name, slogan, colours, logo fonts)

• distinct personality (lexicon)

• predicted lifespan

• target audience/s

• key message/s

• measurable objective/s

Once created, a brand requires continual upkeep so it remains progressive, dynamic and adaptive to changes in its market, ensuring relevance and value to its consumers.

Brands grow and morph to keep up with the times, while always remaining true to their original character, ideology and intent. Thus, a successful brand requires long term brand management.

our name

• The legal name of our organisation is Dingo Den Animal Rescue

• Dingo Den Animal Rescue is a proper noun, and should not have the word the before it. Incorrect: The Dingo Den

• Acceptable written abbreviation of Dingo Den Animal Rescue is DDAR. Always articulate our organisation's full name in a written communication, followed by its abbreviation in brackets if you wish to use the abbreviation later in the communication. e.g. Dingo Den Animal Rescue (DDAR) rescues animals.... DDAR is dedicated to supporting wildlife.

• All written communication should feature our organisation's full name, not Dingo Den.

• Informal verbal communication may utilise Dingo Den.

our slogan

• Our slogan is Saving the wild-hearted.

• wild-hearted is always to appear as one word that is hyphenated.

Our slogan communicates the heart of our brand. It reflects our understanding of dingo nature and celebrates wildness. It encapsulates our mission to save all native wildlife from extinction.

our colours

Our corporate colour palette consists of three colours: yellow, black and white. They represent the three primary coat colours of dingoes. For optimal screen performance our black is technically a charcoal, and our white is technically a silver.

our logo & Typeface

Our logo features a howling dingo positioned atop the words Dingo Den. Dingo and den share the one D, symbolising unity and harmony between our brand and the animals we assist. This logo represented the original Dingo Den community initiative founded in 2014. When the initiative evolved into a registered charity in 2015, the name Dingo Den Animal Rescue was adopted. The Dingo Den Animal Rescue typeface with its slogan joined the 2014 logo to create the current Dingo Den Animal Rescue logo lockup.

our fonts

Typeface: Haettenschweiler

Body: Myriad Pro Regular. If unavailable substitute font is Arial.

our style guide

Please use our style guide as a standard when developing any DDAR publication. Our style guide provides details on our primary and secondary branding elements, plus application examples for each element.

OUR MISSION STATEMENT

Dedicated to saving the wild-hearted we exist to save the lives of dingoes, empower wildlife carers, and prevent the extinction of Australia's vulnerable fauna and flora.

our Persona

Dingo Den Animal Rescue's persona embodies a human heart that passionately understands, loves, protects and advocates for the heart of the Australian dingo species, and with them all our other native wildlife - both flora and fauna.

A dingo's heart is wild, unbridled and untamed; majestic, rugged and beautiful; robust, enduring and courageous; strong, noble and intelligent; interdependent in their pack, independent alone, and adaptable in any environment.

Dingoes are an international symbol of Australiana. They embody our wild and tough sunburnt country. From the red soil of the Aussie Outback, to the yellow sands of Fraser Island, dingoes are known globally as an icon animal.

They are a totem of Aboriginal creation and culture, while being a symbol of White colonisation controversy. They are loved and respected by some, hated and feared by others.

They are the last frontier of the Australian unknown. The final remnant of the untamed Australia.

Our persona is not that of a dingo but a living, breathing and heart beating entity engaging with and saving these wild-at-heart creation master-pieces.

We are the bridge that closes the gap between fiction and fact, myth and truth, indifference and compassion, fear and love.

We love and respect animals and people alike, honouring mankind as the rightful care-takers of creation. We assume our role as such, and advocate for others to do the same.

Development of DDAR's Lexicon:

2014

• Dingo owner

• Scientist

• Dingo advocate

2016

• Human-compassionate wildlife rescuer

• Wildlife trainer and advocate.

2020 and beyond

Person: Hero

Actions: Lead. Guide. Protect. Provide. Serve. Save. Love.

our audiences and key messages

Target audiences:

1. Relinquisher

2. Adopter

3. Investor

4. Volunteer

5. Student

6. Dingo owner

7. Dingo enthusiast

8. Partners/Competitors

The tone of our messages:

• Personal

• Passionate

• Intimate

• Caring

• Kind

• Humble

• Emotive

• Evocative

• Educational

• Empowering

• Inspirational

Communicated by sincere images, quotes and written content.

Our messages to:

1. Relinquisher: "Your dingo is safe with us." > Rehome

2. Adopter “We are experts who will help you help this dingo." > Adopt

3. Investor “We are an investment you can be proud of.” > Support

4. Volunteer “Join us in building a brighter future.” > Volunteer

5. Student “Together we can discover the unknown” > Research

6. Dingo owner “We are your support network” > Resources

7. Dingo enthusiast “Together we can make a lasting difference” > Advocate

8. Partners/Competitors “We are here to help and serve the greater good” > About

OUR objectives

​Dingo Den Animal Rescue is committed to a bright and sustainable Australian future. We recognise that caring for Australia’s ecosystems will provide all Australians – animal and human – with the prosperous future we all deserve.

As a registered charity with the ACNC, our key commitments are to prevent or relieve the suffering of animals, and to advance the natural environment. We take these two obligations so seriously that they constitute the basis of eighty-five percent of all our activities, while the remainder of our endeavours support indigenous culture programs, aspiring students and local community initiatives.

A closer look at how we achieve our commitments are:

Preventing or relieving the suffering of animals

• Rehabilitating dingoes that have come into human possession via injury, trauma or environmental displacement

• Providing specialised care facilities for displaced dingoes in need of physical and psychological treatment, namely the Dingo Den Animal Rescue Sanctuary

• Assisting displaced dingoes out of life-endangering situations (i.e. kill pounds and abusive home situations)

• Empowering and educating dingo owners to become the best carers they can be, with the long-term goal to end dingo homelessness, abuse, neglect, abandonment and euthanasia

• Providing temporary foster carers for dingoes whose owners are no longer able to care for them

• Finding permanent ‘forever’ homes for dingoes in foster care so that they can live the rest of their lives as part of a family that understands the special needs of dingoes

• Ensuring that all animals in foster care receive necessary veterinary treatment throughout their time in foster care

Advancing the natural environment

• Informing the general public about the environmental status of dingoes, threats to the species, and the dingo’s importance to Australian biodiversity

• Educating and providing hands-on experiences to school children about the importance of dingoes in Indigenous culture and Australian biodiversity

• Advocating for the conservation of vulnerable native flora and fauna

• Supporting land owners with educational tools to preserve and rehabilitate native ecosystems

Community support

• Providing support to Aboriginal and Torres Strait Islander programs and promoting indigenous cultural awareness in the general community

• Supporting school, TAFE and University students with educational resources, volunteer/work experience, and tertiary study opportunities

• Providing volunteer and training opportunities to the general community

• Providing rehabilitation pathways to disadvantaged communities via engagement opportunities with rehabilitated animals and land regeneration projects

OUR CREDENTIALS

ACNC Registered Charity

Dingo Den Animal Rescue is a not-for-profit organisation, registered as a charity with the Australian Charities and Not-for-Profits Commission (ACNC). As such, we are legally endorsed and supported by the ACNC and are responsible for reporting all income and expenditures to the ACNC at the end of each financial year. This means that each dollar of every donation we receive is accounted for, providing supporters with the confidence that we are a reputable and transparent charity.

​Endorsed by the ATO as a DGR

To support those who support us, we have worked diligently to become endorsed as a Deductible Gift Recipient (DGR) by the Australian Tax Office (ATO). DGR status demands a charity meets strict criteria and is not an easy status to achieve, but it’s one we deem worthwhile. Having done the hard yards, the ATO considers our charity a worthy cause to support, and as such, offers all Australian residents with a tax deduction if they donate to us. We’ve become a DGR for you. It’s our way of saying thank you for supporting us.

​HSI Lands Trust Member

Our sanctuary is a registered member of the Humane Society International (HSI) Lands Trust. As the 137th New South Wales and 307th Australian member sanctuary, we belong to a network of partners working together across NSW and Australia to preserve our native biodiversity. We are proud to be a HSI Lands Trust member, and endeavour to work with other member sanctuaries to save the wild-hearted.

OUR BELIEFS

​​It’s no secret that we do things differently at Dingo Den Animal Rescue, and we do so strategically. The unique nature of dingoes compels us to operate in innovative ways that support each dingo’s special nature. Every decision is made with the wild-hearted at the forefront of our minds and in the very centre of our hearts.

​We work to relieve the suffering of dingoes and dingo-hybrids in every capacity – human inflicted suffering in the wild or in captivity, intentional or unintentional. It is the foundation of everything we do.

A Rescue System that Works

We recognise that dingoes and dingo-hybrids are different to dogs and cats, and therefore require a unique approach to receiving help. We have developed a rescue model that caters to the unique characteristics of a dingo’s ‘wild-at-heart’ nature and provides a relinquished dingo with the smoothest transition possible into a new home.

Our Sanctuary: A Healing Haven

We have built a free-range dingo sanctuary where our dingoes live as a unified pack, free to run around in a natural environment. The four zones of our sanctuary simulate Australia’s sub-tropic, grassland, woodland and desert regions, while a dam at the heart of our sanctuary provides our dingoes with the natural water enrichment that every dingo deserves.

​In addition to this enriching environment, our rescues receive the ultimate in dingo care with daily:

• Health checks

• Socialisation– dingo, dog, human

• Bush walks beyond the sanctuary

• Confidence development exercises

• Obedience training

• Grooming

• Natural raw meals formulated by Australia’s leading dingo-dieticians

• Food challenges

• Enrichment games and activities

With all these factors working in tandem, our sanctuary provides genuine restorative care for even the most broken and traumatised dingoes. Dingo rescue isn’t just about finding a place for a dingo to live - it’s about rescuing a dingo’s entire being. At Dingo Den Animal Rescue we save the wild-hearted from the inside out.

​Experienced Rescue Coordinators

As you might imagine, our rescue coordinators have a great deal of experience in rescuing and rehoming various kinds of animals. But what makes our rescue coordinators unique is they are experienced dingo owners. This means that every one of our rescue coordinators understands dingo nature in a home setting and the full spectrum of day-to-day care required. This unique combination allows our rescue coordinators to provide empathetic support and practical advice to relinquishers and adopters during the rehoming process.

Getting it Right from the Start

To ensure we find a dingo the most suitable home, we interview the person who is relinquishing a dingo into our care. This interview helps us create a profile of the dingo needing help, and includes the dingo’s history, likes, dislikes, specific behaviours and much more. We then use the dingo’s profile to find the most suitable home for it from our pool of adoption applications.

​An Adoption Program that Sustains

We don’t gamble with the lives of dingoes entrusted into our care. As part of our rehoming process, every applicant wishing to adopt a dingo from us participates in three rounds of interviews to ensure they can provide a suitable lifestyle for the dingo needing a new home.

When a dingo is adopted, our rescue coordinators conduct regular follow-ups with the new adopter to ensure the dingo is settling in well. As experienced dingo owners, our rescue coordinators are able to provide advice to adopters if they are experiencing challenges with their new dingo.

Using a rehoming model that carefully selects adopters and provides them with ongoing support has meant a world of difference for our dingoes – over 90% retention rate.