The Royal Logistic Corps
The Royal Logistic Corps (RLC) is the largest Corps in the Army. It helps to support and sustain the British Army by land, sea and air. From tanks and ammunition to letters and food, the Royal Logistic Corps keeps the Army working, moving and communicating.
Caboodle Design were invited to tender for a new Royal Logistic Corps Association website and to provide a detailed proposal.
The old RLC website looked very old fashioned – something their youth target market would be alienated by. It lacked content – particularly anything on who the RLC is, what it does and how it does it, so users weren’t given enough information or a reason to delve deeper in to the website.
There was no RLC style or personality shown so people couldn’t identify with the RLC. The site was very confusing to use with few calls to action, it also wasn’t fully optimised and as the majority of the RLC’s traffic was mobile based this was a real concern. The website needed a complete overhaul – both from a visual and content point of view.
DEVELOPED A RLC ASSOCIATION BRAND STYLE & PERSONALITY, APPLIED THAT STYLE TO A FRESH, MODERN WEBSITE AIMED DIRECTLY AT ITS TARGET MARKETS WITH THE VIEW TO RECRUIT NEW SOLDIERS & OFFICERS & RETAIN EXISTING STAFF.
✓ Branding ✓ Brand Guidelines ✓ Brochures ✓ Covers ✓ Posters ✓ Flyers ✓ Adverts ✓ Event & Exhibition Banners ✓ Video Outros ✓ Website Design ✓ Bespoke CMS ✓ Responsive Website
Our work for The Royal Logistic Corps Association
Branding & Corporate Identity
Before commencing the Royal Logistic Corps Association website design, we worked with the RLC to develop a set of brand guidelines. These guidelines covered the RLC’s core values, official logo usage, colour palettes, typography, supporting graphics along with photographic and video styling and of course printed collateral.
The Royal Logistic Corps Association now has a complete set of brand guidelines ensuring that no matter what is produced, it looks professional and reflects the RLC brand ethos.
A range of marketing collateral has been developed for the Royal Logistic Corps Association. Work included brochures, covers, posters, flyers, adverts, event banners and online graphics.
The new brand look and feel was developed further across all communication channels ensuring that each and every marketing element had a coherent and consistent look and feel promoting the RLC in the most effective way.
The Royal Logistic Corps Association now has a strong dominant marketing voice that speaks directly to its target markets, engaging them and encouraging them to connect with the RLC.
Website Design & Development
Our website review revealed that the Royal Logistic Corps Association website was in drastic need of a full redesign, restructure and new fresh content.
The site structure was refined and additional sections were added to engage new recruits and to retain existing members of staff. The new brand look and feel was rolled out across the website with each section being colour coded.
A new careers section was added which showcased the range of careers individuals could specialise in which helped to drive more new recruit enquiries directly to the Army website. A new section on ‘who we are’ was also added giving the RLC website far more relevant and useful content helping to engage visitors.
Large engaging images and bright red call to action buttons were added throughout the site along with videos and testimonials which all helped to demonstrate what being part of the RLC was like and encouraged users to join.