The Duke of Edinburgh’s Award

The Duke of Edinburgh's Award

Modernising this iconic Charity

The old DofE brand was out of date, formulaic, lacked impact and didn’t accurately represent the modern image they wanted to project. We were appointed to evolve the visual identity and tone of voice, building on their existing visual style and tone while ensuring that the DofE continues to occupy the right space – not ‘cool’ or ‘uncool’, still challenging, fun and credible – but with added emotion and energy. We refreshed the brand creating a new look and feel that is more bold and contemporary with a punchier colour palette, emotional (rather than literal) photography with colour treatments and unexpected angles, and an inspiring, motivating, succinct tone of voice.

We created a full suite of marketing templates to be used inhouse and evolved the new look and feel so it works as a cohesive, fully-formed, flexible brand across all touch-points. We then developed detailed brand guidelines outlining the refreshed creative, setting rules and guidance for application and demonstrating that application across a series of branded communications. We also redesigned their website from the ground up, refining the user experience and simplifying the user journey making it much easier to find relevant information.

“I see Jory & Co as an invaluable part of our Communications and Marketing team, working alongside us to develop and manage our brand identity, providing us with creative direction, challenging us to think differently and supporting us to raise the quality of our design output. Their work is consistently great; they care about the standard they produce. And they’re easy to work with, flexible and clear. Quite simply, they’re the perfect partner for our creative design needs.”

Laura McIntosh – Head of Communications, The Duke of Endinburgh’s Award 

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