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The British Army

Retail design

Recruitment is the lifeblood of every organisation. But for the British Army, attracting young talent had become a big challenge. We were approached by the service’s recruitment partner Capita to help spread the word about British Army careers – showcasing the vast range of roles the force had to offer beyond combat operations.


We were approached by Capita at a challenging time. With more people opting for university and public misconceptions of what a military career involved, British Army recruitment was falling. To make sure the force remained effective, it urgently needed to add young people its ranks.

We developed a new retail experience for the Army’s network of high street recruitment centres, highlighting the exciting day-to-day reality of army life by focusing on a variety of careers. Our aim was to create a warm, welcoming environment that made potential recruits aware of the Army’s non-combat roles, encouraging them to discover more – and decide to join.

Army recruitment centre
Large portraits in recruitment centre

Using their expertise and creativity, TOO delivered a game-changing concept for the British Army, moving our brand from a boring office on the high street to an exciting brand space, an inspiring workplace and most importantly a quality attraction channel. Both candidates and the employees love the new concept and we’re continuing to roll it out across our estate. Great work.

Sarah Morrison, Head of Marketing, Defence Recruiting Services