Background
The British soldier is the best piece of kit we've got but what they carry with them is part of the equation too. Whether they arrive by armoured vehicle, parachute or boat, British soldiers are trained to operate anywhere in the world.
Brief
Anticipating a new review of defence spending, the objectives in the redesign of this brochure were to promote the British Army (around the world), provide information on the current scope of British Army equipment, act as a swift rebuttal for poorly informed media stories on equipment failure and demonstrate value for money in equipment specification and procurement.
Solution
The design looked to lifestyle, car and gear magazines for its inspiration, drawing on contemporary venacular with which the target audience would be familiar.
The choice of photography expressed the variety of theatres that the Army operates in, with use of primary hero images and creative cropping of secondary images maintaining interest throughout the document.
Additional pace was created by varying the page layout using a strong but flexible grid.
