Brief Refresh the Army branding to reflect the new ‘One Army’ recruiting philosophy, so that it’s more contemporary, accessible and focuses on the individual rather than the institution.
Solution Haymarket was responsible for the development of a refreshed logo and brand identity, as well as the provision of brand guidelines to reflect this change. This involved the introduction of a new approach to photography and the development of an online photographic library so that the Army and its various agencies could share on-brand imagery.
Result Research has confirmed that tonally, the new branding has hit the mark. The Army brand is now seen as modern and approachable. Recruiting activity is also on target, despite the difficult recruiting environment. As a result, Haymarket won the APA award for Best Integrated Campaign for this work in 2007.