From 2019-2025 I was the Creative Director on many brand and recruitment campaigns for one of the biggest, most complex accounts in Australia - Australian Defence Force Recruitment. The following is a collection of work, including the creation of a brand new master brand.
In 2024, we were tasked with bringing Navy, Army and Air Force recruitment together under one master brand. The new brand, ADF Careers, was created from the ground up. This two-year project reimagined recruitment for the Australian Defence Force with a new name, logo, tagline, brand design, tone of voice, website, sonic branding and campaign material.
Within six months of going live, the ADF had its highest application volumes in 20 years, up by 31%. Recognition of the brand was twice the average for a federal government campaign at 56%.
The creation of a new brand was a strategic challenge made possible with extensive military and government stakeholder engagement. The “Make Your Impact” platform will be a spring board for work for years to come.
I worked together with my Creative Director partner, James Wills, to deliver this huge campaign.
ADF Careers Masterbrand Project Overview.
We created a new brand, logo and design system.
As part of building the ADF Careers Masterbrand, we developed an audio logo or sonic branding. It was a huge challenge to capture the sound of three distinct service brands, Navy, Army and Air Force, in one sound. One sonic expression of ADF Careers that needed to be only 2.2 seconds long. Working with Ramesh Sathiah and his Resonance Sonic Branding team at Massive Music, we combined the sounds from three different instruments: An earth-based drum sound for Army, air-based aeolian flute for Air Force, and the water-based hydraulophone for Navy. The result is a distinct, timeless sign off for the brand that can be used for years to come.
ADF Careers sonic branding was awarded Gold for Sonic Identity at the Transform Branding Awards.
Play the video below to hear the sonic branding.
Sonic Branding by Massive Music.
ADF Careers launch film was directed by Rupert Sanders from Collider.
The campaign images were shot by Adam Ferguson from Photoplay.
The campaign images were shot by Adam Ferguson from Photoplay.
A COLLECTION OF WORK FROM THE PAST 6 YEARS:
The AIR FORCE Brand Campaign.
This brand campaign for the Royal Australian Air Force was two years in the making. Shooting an F35 jet from the back of a C17 was a career first. The campaign invites Aussies to ‘look up’ and imagine a career above the clouds in the Royal Australian Airforce, because that's 'Where Your Potential Lives'.
This brand campaign for the Royal Australian Air Force was two years in the making. Shooting an F35 jet from the back of a C17 was a career first. The campaign invites Aussies to ‘look up’ and imagine a career above the clouds in the Royal Australian Airforce, because that's 'Where Your Potential Lives'.
The ARMY RESERVE Brand Campaign.
The Army Reserve had an image problem. People thought it was just the same as full-time Army, and that meant you needed to completely change your life to wear the uniform. We needed to show Australians that the Reserves was different – that you didn’t need to give up your career, studies or hobbies to join. The result was 'Your life, Plus Army Reserve'.
The following photography is by Jono May at Flint.
NAVY SUBMARINER Recruitment Campaign:
Exercise Artemis - An immersive submarine experience created in 3D sound.
Exercise Artemis - An immersive submarine experience created in 3D sound.
NAVY SUBMARINER Recruitment Campaign:
The Mission - A text-based game simulation to designed to reveal the role of a submariner.
The Mission - A text-based game simulation to designed to reveal the role of a submariner.
