The world of the UK Armed Forces and NAAFI is constantly involving, but the NAAFI Fund remains a constant. Since 2020, NAAFI has donated over £4.84m to support unit-led projects globally. Each year, for a one-to-two-month window, Forces personnel can apply for funding to support unit-led projects which enhance the lives of those benefitting. This project was produced during my role as Social & Creative Lead at NAAFI.
Ahead of the 2025 instalment, I recognised an opportunity to give the NAAFI Fund its own distinct visual identity. The goal was to separate it from the corporate NAAFI brand and inject a sense of fun and energy into one of NAAFI's four primary giving back mechanisms.
The resulting brand identity is new, welcoming, playful and dynamic. It was specially designed to mirror the Fund's friendly and supportive ethos, ensuring it connects powerfully with Forces communities globally. This branding enhances the NAAFI Fund's visibility and ensures its role in military welfare is clearly communicated.
To achieve this differentiation and create a modern brand identity, Degular typeface was selected for its engaging lettering and it immediately sets the Fund's look and feel apart.
Circles were chosen as the main brand elements in all creative. These shapes are highly symbolic, representing unity, wholeness and togetherness. This reflects on the Fund's long-lasting impact and the crucial role it plays in enhancing the welfare and cohesion of serving personnel across the globe.
The new design was rolled out across a comprehensive range of deliverables, all with the aim of giving the Fund maximum brand presence within the Forces community and beyond.
Key deliverables included a suite of physical merchandise such as branded pens, coasters, notepads and cushions. And it was also applied on essential digital advertising, banners and various marketing materials used at events and health fairs across military bases in the UK.
Prominent, permanent signage was installed at the successful Fund projects. These bespoke signs ensure the NAAFI Fund has a lasting, tangible brand presence at each facility, well after the funding has been allocated, enhancing long-term advertising and awareness.
Discipline Graphic Design, Art Direction, Branding, Identity, Digital, Social
Created for NAAFI