WPA Pinfold

Our work Brave, decisive, relentless and compassionate

The Royal Yorkshire Regiment

Brave, decisive, relentless and compassionate

The Royal Yorkshire Regiment is an infantry regiment of the British Army, with a history of over 330 years. Our challenge was to make the Regiment more relevant and meaningful for their audiences.
There was a disconnect between the story being told and the core business of the Regiment. The book didn’t match the cover. The veneer of professionalism was missing, its brand lacked the platform and tools to convey its identity and offerings with conviction.
We helped the Royal Yorkshire Regiment to express its brand in a more credible and compelling way. We did so by portraying the Regiment in a consistent and authentic way, reflecting their personality traits – brave, decisive, relentless, underpinned by compassion.

We established a platform to leverage the Regiment’s USPs, telling meaningful and authentic stories of innovation, bravery, community, family, history and sporting endeavour, all told with purpose and clarity.

This platform is representative of the Regiment’s abilities and attributes and seeks to sharpen the presentation of the Regiment’s message but also help decide what story we tell, to whom and when. A platform to drive this Regiment forward on a regional, a UK and an international stage.

This comprehensive visual and verbal identity refresh positions the Royal Yorkshire Regiment for the future, driving engagement with their stakeholders, soldiers and wider communities, and discovery by new audiences throughout our great county and beyond.

Now it’s down to everyone to make the future of the Regiment a success.

I would like to express my sincere appreciation to the work WPA Pinfold has undertaken in defining who we are and what we stand for and thus creating our communication strategy to link into our audiences, both internally and externally.
Colonel of the Regiment
Major General Zac Stenning OBE