Government hires agency Rufus Leonard to head up branding and communications for Armed Forces Covenant


By Jessica Goodfellow | Media Reporter

January 21, 2016 | 3 min read

The UK Government has hired independent creative agency Rufus Leonard to handle the branding and communications for the Armed Forces Covenant; a promise from the nation that those who serve or have served in the Armed Forces, and their families, are treated fairly.

The government wants to support the Armed Forces community by working with a range of partners who have signed the Covenant - a national responsibility involving government, businesses local authorities, charities and the public.

Rufus Leonard has been tasked with developing all aspects of the branding for the agreement, including brand vision, values, positioning and identity, and will help promote a campaign launched by the Ministry of Defence to encourage businesses to get involved.

Mark Lancaster, the Minister for defence personnel and veterans, said: “The brand that Rufus Leonard has created gives all the supporters a simple way to show what their commitments and support stand for.”

Laurence Parkes, chief strategy officer at Rufus Leonard, said: “The Armed Forces Covenant is a fantastic initiative. Things that we all take for granted, such as setting up a bank account or a mobile phone contract, can be extremely difficult when you’ve not had a permanent address for three years. We’re really excited about raising awareness of this.’’

Since it was founded in 1989, Rufus has worked with several Government departments including the Office of Government Commerce, the Office for National Statistics, the Environment Agency, the Cabinet Office and the Treasury.

Last year the agency recruited a new creative director and appointed Laurence Parkes to head its new strategy team in a newly created role to strengthen its positioning around customer experience. According to the agency, its headcount has grown 25 per cent since 2014, following 11 new client wins including Pizza Express and Stagecoach.


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