This incorporated a retail design approach alongside brand communications and story telling touch points. Our main objective was to break down the barriers that many potential recruits and their parents experience during their application.
Together with key Army and Capita stakeholders, we established that one of the key focuses would be to present a more human and relatable side to the Army. We carried out a photo shoot that focused on talking to real solders and their real experiences – from their decision to join through to the amazing role that they now do. The intention was to showcase the huge amount of diverse opportunities available other than the Infantry.
The first two pilot sites in York and Sheffield are now open, with a further 5 sites currently being installed. The environment design and materials used have been chosen to reflect the tactility and warmth of the Army brand. "Story" tanks frame the scheme, including a kit display of equipment that every soldier is issued with, demonstrating some of the ground-breaking technology and enabling visitors to touch and experience how these feel, as well as function.
Technology was key to bring the soldier's stories to life; a Role Inspiration touch screen wall of real soldiers talking about their roles and regiments and presenting key facts enables potential recruits to explore the endless opportunities at their own pace. Digital screens also present inspiring messages mixed with informative facts, appealing both to potential recruits and their parents/spouses.
For more information on Retails Design, Retail Graphics and Brand Identity by our designers check out our website theoneoff.com/