Empowering and sustaining a legacy
The creation of the Commonwealth War Graves Commission (CWGC) marked a major turning point in the way service personnel were honoured after death, each treated with the respect they deserve no matter their rank. 100 years on, CWGC look to empower and educate young people to carry the legacy forward for centuries to come.
We were tasked with officially launching the Foundation, which encompassed the creation of a new brand identity, narrative, tone of voice and all supporting marketing collateral and communications, within six weeks.
Focusing in on the Foundation’s core purpose, we developed the brand narrative of ‘We keep their stories alive’.
Incorporating the element of reflection and highlighting ‘then and now’, the narrative makes the collateral personal, creating an emotional connection. Merging black and white war imagery with modern-day pictures and vibrant yellow typography, our creative captures the spirit of the charity. It highlights the ultimate need to bridge the generation gap between those who made the ultimate sacrifice and today’s young people.
In addition to a rebrand and suite of marketing collateral, our PR team supported the launch of the charity through the delivery of a VIP media event. National, regional and specialist media gathered at Tower Hill Memorial in Trinity Square, London.
Immediately adored by the client, the branding portrayed the core essence and values of the foundation.
The launch event was attended by a number of high profile journalists and supporters including ex-England rugby captain Lewis Moody and British crime writer Martina Cole.
The foundation launch achieved seven pieces national, regional and specialist media including The Telegraph, Sunday Telegraph, Country Life magazine, Sittingbourne Messenger, RAF News, Army & You, and broadcast channels including the British Forces Broadcasting Service.
Playing a key role in preserving the memory of those who gave their lives in two world wars, the launch, branding and messaging had to be just right. Wanting to deliver a campaign that would impact, excite and build on our core values, Zest delivered a creative solution which excited and energised the launch.