Within the Armed Forces compliance and accreditation as a technician or engineer are of vital importance. It’s all about getting the recognition that personnel deserve at every stage of a military career as well as improving future prospects on civvy street. The Institution of Mechanical Engineers, recognising the potential of this market, appointed Jacob Bailey following a pitch win to create an Armed Forces campaign. Simple, powerful no-nonsense visuals and an equally direct message ran across posters, an application pack, pop-up displays and sales literature. This enabled the IMechE sales team to approach the Army, Navy and RAF with a compelling membership proposition.