Client and Project Background:
Front Line Style is a look-book showcasing Canadian military uniforms, divided into three branches: Army, Navy, and Air Force. The project aimed to highlight the uniforms while connecting them to real-life equipment and personnel, inspiring viewers to envision themselves in the role and explore military recruitment opportunities.

Design Brief (The Problem):
The goal was to create a visually engaging look-book that would showcase general military uniforms in a professional and aspirational way. The project required layouts that not only displayed the uniforms but also placed them in context with their respective branches, equipment, and personnel, reinforcing a sense of realism and pride.

Research and Inspiration:
Research included analyzing Canadian military branches, understanding their distinct identities, and exploring how similar look-books and recruitment materials effectively engaged audiences. Inspiration was drawn from the real-world scenarios of service members and their equipment, with a focus on authenticity and pride.

Concept Development:
The look-book was divided into sections for the Army, Navy, and Air Force, ensuring each branch was represented with visual clarity and purpose. Key elements included:

General uniforms displayed prominently against images of branch-specific equipment and personnel.
A dynamic rear cover featuring multiple uniforms paired with QR codes linked to Canadian Forces web-pages and recruitment portals.
A clean, aspirational design that encouraged viewers to “Dare to Dream” of a future in service.
The overall approach balanced functionality and inspiration, guiding viewers from visual engagement to actionable next steps.

Challenges:
The main challenge was maintaining a cohesive design across the three branches while showcasing their unique identities. Balancing visual appeal with practical recruitment tools like QR codes was also key to ensuring the project’s success.

Final Deliverables/Solution(s):
The final look-book featured branch-specific sections with uniforms, integrated imagery of equipment and personnel, and a rear cover with QR codes linking directly to recruitment resources. This ensured the project not only displayed the uniforms effectively but also served as a practical tool for military recruitment.

Conclusion:
Front Line Style successfully blended visual storytelling with recruitment strategy, providing a clear, aspirational vision of service in the Canadian military. By showcasing uniforms in real-world contexts and integrating actionable QR codes, the project invited viewers to imagine themselves in uniform and take the first step toward a meaningful career.

Thank you to all who serve