D&AD New Blood Awards 2017 - British Army

This was my work on the 2017 D&AD New Blood Awards brief for the British Army. 
The task was to create a copy-led campaign to reposition the British Army as an employer of choice and attract young people from all parts of British society to join up as Regular Army soldiers. The target audience was diverse but specific; from women, people of diverse sexual and gender identities, to those from a variety of ethnic backgrounds who might not have considered the British Army as a career choice, and one that they would 'fit in'.
So, after researching as much as I could from their website about the many career roles the British Army has to offer, equality, opportunities, etc. I came to the conclusion that I should communicate the message of "what is stopping you" to the reader, by informing them reasons why the army could be an opportunity and reality. 
The brief advised to build the British Army brand, not to change it. So with that in mind I decided to stay true to their identity through both the visual design and the style the message is told. 
I decided to communicate my work through the media of posters, I created one poster for each target audience, as well as creating a poster suited to all within the UK.

Team Credits

Dieter Morton

  • Graphic Designer


  • D&AD


    • Design
  • A


    • D

      D&AD New Blood Academy


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      Dieter Morton
      Graphic Designer