BRAND REFRESH

Brief

The Australian Army is still a traditional and conservative institution. As one of the largest recruiters within Defence, Career Management – Army (CM-A) needs to remain relevant in order to attract and retain talent. With no prior brand or distinction between other sub-groups within Army, the agencies messages were lost and diluted competing with other Defence news. The rebrand resonates with its current serving members and remains pertinent to its domestic and international audiences.

Strategy

The evolution of the rebrand began with a visualisation of the current state of the Army workforce regarding retention and separation factors used to brief the Deputy Chief of Army. The Australian Army continues to be challenged in attracting and retaining suitable candidates. To produce this work, I liaised with senior executives to synthesise complex organisational problems into an easily understood one-page product. This work proved highly valuable to our clients at Career Management – Army and to the Chief and Deputy Chief of Army and their executives; it has also been used as an exemplar to the Navy and the Air force. This work was also used to brief the NSW Police Force on their retention initiatives. The product conveys highly complex organisational problems and provides informative data to build retention and engagement strategies for the current and future workforce. I cannot show this work as it’s sensitive (protected). However the insights gained from this work informed the visual and strategic themes in the rebrand.

Concept

While adhering to the Australian brand guidelines, I created a modern brand placing greater value on it’s people. It simplifies an intentional visual messaging, which represents a transforming Army reflecting its adaptation to a rapidly changing, dynamic and inclusive environment. This rebrand was then implemented across all forms of communication in the agency, from video, digital and print.