Thinkology were asked to create a new name and brand identity for an organisation set up to help injured service personnel make the best possible claim via the Armed Forces Compensation Scheme (AFCS) and War Pension Scheme (WPS). At first glance the application process appears to be simple - just complete and send off a form - but the success of each claim is heavily dependent on how accurately the form is completed.
Claimants would be able to prepare their claim via a bespoke website that breaks the application process down into manageable chunks. A memorable domain presence was identified as a crucial factor in the naming rationale, and this influenced the decision to trade under the very functional name of Military Injury.
A set of core brand values were quickly established to underpin the creative process. It was agreed that the values should align with those associated with the military itself, such as trust, strength and honour. A logo mark was created by combining the characteristics of the shield, caduceus and military rank insignia. This is accompanied with a colour palette that, while influenced by regimental colours, was tweaked to offer a modern interpretation.
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