ACT Fire and Rescue required a new brand for their upcoming recruitment campaign to attract and maintain engagement for potential firefighters during a long and rigorous process.

The extremely high standards to become a firefighter meant the campaign had to target people who were prepared and willing to undergo extensive testing and the difficult fitness requirements. ACT Fire and Rescue also sought to encourage more women and people of different backgrounds to apply who were capable of passing the difficult physical components.

We created the brand ‘Ready. Willing. Able.’ This statement empowers prospective recruits to self-select as suitable candidates. The brand talks to those with the right mindset to be motivated, prepared and fit for duty. It alludes to the tough requirements needed to pass the testing and willingness to apply themselves to a 20-week recruitment process. The simple but effective visual identity can be used across a wide variety of collateral.