The Royal Navy
Inspiring the next generation of recruits
The maritime force of tomorrow
Young adults have been steadily falling out of love with a career at sea. Patriotism, once compelling to past generations, holds little relevance for an audience born with a global community at its fingertips.
As Gen Z enters the workforce, they’ve made it clear: “We want work with purpose.” For potential recruits, a Navy career should feel personalised and aligned with their ambitions – brought to life through fewer, but more engaging, user journeys.
As the Royal Navy charts a new course, we got to work on a reimagined digital customer experience to support this global, modern, and ready service.
Made in the Navy
In an overcrowded recruitment space, the new digital experience celebrates the people at the heart of the Royal Navy and affirms Gen Z’s non-negotiables: purpose-driven, intuitive, and welcoming to all. The latest collaboration between the Royal Navy and Great State digs deep into ten years of partnership to revitalise the organisation’s CX – a seamless experience for all audiences, including recruitment, corporate, families, and Veterans.
Global, modern, ready
Featuring service members from all walks of life, the Royal Navy becomes personified through first-hand stories of growth, opportunity, and difference-making.
A fearless colour palette greets users in eponymous navy blue, gunmetal grey, and vivid radar turquoise. The new typeface, Big Shoulders, echoes the distinct notches of a gun barrel, while iconography from the organisation’s cutting-edge technology is incorporated into the design system to highlight brand heritage.
Since potential recruits are most curious about life in the Navy, we translated “day in the life” content into interactive Stories – candid snapshots and insights on travel, sports, and leisure. Inspired by career prospects and equipped with the right information, candidates now journey towards the Role Finder, a personalised job matching tool that reveals achievable career paths. And instead of just letting them give up, thoughtful filtering loops ineligible candidates back in for more suitable paths. Never neglecting the technology behind it all, a new and robust technical architecture, expertly rebuilt for Sitecore Managed Cloud, powers a digital experience adaptable, all-purpose, and future-facing.