Royal Air Force
Royal Air Force recruitment campaigns have traditionally focused on the job roles, but, with its target audience changing it needed to engage with potential recruits on an emotional level and to make the RAF brand more human. This brochure, Accelerate, is one of the ways in which the RAF did this.
Accelerate is a different kind of RAF recruitment publication. It deliberately uses magazine devices and techniques to present the ethos, lifestyle, practicalities and real-life experiences of people who serve in the RAF. The dynamic, engaging features deliver information in a chatty and informal tone of voice. Using powerful imagery, the design communicates the dynamic nature of the RAF lifestyle: photoshoots were specifically undertaken for the publication, as were studio-based profiles and in-the-field reportage.