The RAF Association contacted Oyster to discuss their brand with a view to bringing a fresh look and feel that would add vibrancy to their campaigns, fundraising and support services. We worked with the RAF Association team to create brand guidelines that work really well across print and digital. We enjoy a very productive ongoing relationship and have since been involved in a number of initiatives and campaigns.
We provided an assessment of the brand and identified the elements that didn't feel like they hung together as well as opportunities to enhance brand mechanics. Colour was a key consideration with consistency required for the use of their sky blue, the variations in tints and delivering a refined palette. We also considered typography, which had become rather varied and the discipline of logo placement. Design styles, illustration, graphics, imagery, infographics, copy content, message and tone were all part of the mix.
Many of the RAF Association members are either serving or have long associations with the RAF. The look and feel needed to reflect this sense of belonging. Equally there are multiple audiences; serving personnel, beneficiaries, supporters and the wider public. As such we needed to structure the brand to appeal to every audience and to feel very much like a charity but with strong RAF links.
Understanding the strong sense of belonging within the RAF family is key to shaping the brand and the tone of voice. The RAF family extends to family, friends and those who support and admire the work of the RAF. There is a deep sense of loyalty and the message behind the RAF Association brand is one of belonging and helping those in need of our support.
