It needed to acknowledge the bravery, sacrifice and memory of those who fought and died in the battle, focusing in particular on the scale of loss and its impact on communities.
It had to educate as well as commemorate, engaging and informing communities about the conflict and the support The Royal British Legion gives the Armed Forces today.
It demanded a respectful tone, but one balanced with a modern feel to make the charity more impactful and relevant for a younger, more diverse audience.
And, not least, it had to encourage communities to request copies and host Somme 100 commemorative events locally, alongside national events on 1 July and 18 November to mark the start and end of the battle.
Linney worked closely with the charity to create a toolkit that answered all this yet still looked and felt of the time. And, from concept and design to print and despatch, we delivered in just six weeks.
The client, Assistant Director of Marketing Robert Lee, said: “Linney really took this project to heart and everyone, from our embedded account manager to the creative and production teams, delivered on brief to a high design standard within a tight timeframe.”
The early uptake from the public exceeded expectations and saw over 2,000 initial pieces ordered within two weeks. A re-print has been issued to keep up with demand.
If you would like to host your own Somme 100 commemorative event request a toolkit today.