British army
Pattern design
The Army Medical Reserve draws specialist recruits from the NHS, an organisation with strong equality, diversity and inclusion (EDI) principles. In recent years the UK’s armed forces have embedded significant EDI changes but public perception lags far behind and the Army was finding NHS recruitment a challenge. Working with atelierworks we created an LGBTQIA+ camouflage pattern, carefully recreated from a standard issue army multi-terrain uniform jacket.
This EDI pattern sent out a strong visual message and was used at recruitment fairs, in literature, and integrated with signs in army barracks – proving that a leopard really can change its spots.
