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The Legion needed to safeguard its future relevance as a brand with low awareness and comprehension compared to other service charities 

 

To ensure that this 100-year old organisation still had a role to play, we defined the attitudes and expectations of the general public, its supporters, volunteers, members and armed forces personnel.

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With an underlying perception that The Legion was only for the old and bold, we needed to reconnect with serving personnel and their families over the course of their service -  today, tomorrow and in the future.

 

With a new robust and inspiring brand proposition, our work transformed the way The Legion serves the needs of an Armed Forces community of 6.2 million people.

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Agency: LSU