Royal Voluntary Service
The “Step Forward” campaign originated from a partnership between the Royal Voluntary Service and Legal & General. According to the Royal Voluntary Service website, the campaign was developed to, “galvanize the British public to volunteer to support their local community,” and hoped that the campaign would, “inspire the nation and help them realize that everyone has a talent to offer” (Royalvoluntaryservice.org.uk).
Case Study Points
A specific goal of this campaign was to ease the transition for seniors from working to retirement
The stylized appearance of the campaign art did not resonate as well as some of the more authentic images that fill the Royal Voluntary Service profile
Visual Analysis Points
Style is still used due to the correlation of the Royal Voluntary Service brand itself
Using the brand style in the campaign reinforces brand recognition but anchors the conversation to the limitations of the that brand style
The strength in this campaign comes from the messaging and less from the actual design