The Duke of Edinburgh Awards are the world’s leading youth achievement award. Proven to help with job and study prospects, it has transformed the lives of millions of young people since it first began. Open to anyone between the ages of 14-24—regardless of gender, background or ability—young people design their own Award programmes, set their own goals and record their own progress. The only person they compete against is themselves, by challenging their own beliefs about what they can achieve.
The Mark was tasked with creating the annual report, to utilise stunning photography and showcase the statistics in an engaging and insightful way that epitomises the very nature of The Duke of Edinburgh Awards.
The aim for the Annual Report was to grab attention through impactful design, great photography and visual statistics. As an organisation that is over 60 years old, it was important to be respectful of the organisations current brand guidlines, however, the client gave us the flexibility needed to explore and create a piece that stands out in its own right.
Being the guardians of an internationally recognised and respected brand, such as the Duke of Edinburgh Awards has its own responsibilities, and as an agency, we took this very seriously. The need to keep the brand and messaging fresh and relevant to a contemporary and diverse stakeholder group is also the only way an organisation like this can stay effective and top-of-mind. Our challenge was to mix the integrity of the brand in the hearts and minds of the audience while introducing an energy and charisma to the organisation reflecting its place in contemporary society.
