The challenge
The Strategic Defence Review presented a unique design challenge that required adaptability and diplomatic sensitivity.
Commissioned by the Prime Minister but funded by the Ministry of Defence (MOD), this external review needed to maintain independence from MOD branding while adhering to the highest government standards. The project’s high-profile nature meant we faced constantly shifting deadlines driven by uncertain political circumstances, like announcements and changing priorities. With a complex stakeholder environment, we also had the challenge of an ever-evolving creative brief. The look and feel requirements changed throughout the project lifecycle, requiring us to adapt our design approach and flex resource to accommodate moving targets.
Our solution
Our approach centred on building flexibility into every aspect of the project workflow. We established a responsive scheduling and design system that could accommodate frequent deadline changes and stakeholder amends. This approach allowed us to pivot quickly when the look and feel changed, without starting from scratch each time.
The visual identity drew inspiration from the MOD’s dynamic arrow shape, paired with tri-service colours to create a cohesive theme. Strong photography was introduced to unify the overall design, creating an impactful cover and breaking up dense content. Throughout the project, we maintained our commitment to accessibility best practice. The final publication successfully balanced the need for visual impact with the practical requirements of a major government report. It received TV and media coverage and was also typeset into six other languages – Arabic, Chinese, French, Russian, Spanish and Welsh.
