The brand strategy we created focused around creating a consumer brand from an ostensibly corporate brand. By capitalising on the fact that the scheme had become universally abbreviated to D of E, we helped to position the organisation as a charity in its own right instead of being a personal initiative belonging solely to The Duke of Edinburgh.

‘Living life as an adventure’ became the driving idea behind the new brand identity. 
A key part of the strategy was the fact that the ‘adventure’ was not just limited to the outdoor trekking element of the scheme but that a sense of personal discovery was there for anyone to take advantage of.

After a full audit of the awards programmes we developed five core areas of expertise that runs through the entire awards scheme. A different colour was assigned for each focus, enabling the DofE to deliver programmes and projects within a clearly defined visual structure.

To bring ‘Living life as an adventure’ to life, a suite of images was created showing DofE achievers in a variety of roles. The aspirational style of the photography was intended to celebrate the success of the achievers and provide inspiration for aspiring participants. These images where rolled out across all brand channels, from screen to print and branded environments.

Portrait photography – © Marksteen Adamson 2012

As part of the brand rollout a full suite of website style guides was created and implemented across the new DofE site. This included full templating for the e-DofE site. An online digital platform for all participants, leaders and staff – helping deliver all programme fulfillments.

From award and programme information through to environmental graphics and travelling displays, the colour system and typography, along with the new mark, provided a coherent brand experience across all touchpoints.

Ideas for signature items were created to bring the five areas of expertise to life. Each item signalling a core moment for learning and mastering a section within the award.

The new architecture system has helped the organisation forge new partnerships and create value in the brand. Recommended kit badges are now used by product manufacturers and retail businesses throughout the UK. Further afield, DofE has established valuable partnership tie-ins with brands like Victorinox.

65 years since HRH Prince Philip established the concept for the awards programme, the baton is being passed to his son, Prince Edward – The Earl of Wessex. The Prince has had a strong connection to the award scheme and is currently a DofE trustee. He will, in due course, inherit the title The Duke of Edinburgh and so Prince Philip's legacy lives on.