{"data":{"prismic":{"case_study":{"_meta":{"lastPublicationDate":"2025-12-18T11:20:36+0000"},"text":[{"type":"paragraph","text":"Redefining Gen Z recruitment for the Royal Navy ","spans":[],"direction":"ltr"}],"title":[{"type":"paragraph","text":"The Royal Navy","spans":[{"start":0,"end":14,"type":"strong"}]}],"landscape_image":{"dimensions":{"width":1280,"height":700},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aUPjfXNYClf9oY8N_RN_Mockup.png?auto=format,compress"},"portrait_image":{"dimensions":{"width":1252,"height":1340},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aSmHaXNYClf9nkgx_RNWomanMob1.png?auto=format,compress"},"seodescription":null,"seotitle":null,"largeDeviceImage":{"childImageSharp":{"fluid":{"aspectRatio":1.8285714285714285,"src":"/static/47cefbedb4e4461c499f09a859d5cc1f/ea5de/aUPjfXNYClf9oY8N_RN_Mockup.png","srcSet":"/static/47cefbedb4e4461c499f09a859d5cc1f/6b0e5/aUPjfXNYClf9oY8N_RN_Mockup.png 200w,\n/static/47cefbedb4e4461c499f09a859d5cc1f/a489e/aUPjfXNYClf9oY8N_RN_Mockup.png 400w,\n/static/47cefbedb4e4461c499f09a859d5cc1f/ea5de/aUPjfXNYClf9oY8N_RN_Mockup.png 800w,\n/static/47cefbedb4e4461c499f09a859d5cc1f/b36f0/aUPjfXNYClf9oY8N_RN_Mockup.png 1200w,\n/static/47cefbedb4e4461c499f09a859d5cc1f/ac2a7/aUPjfXNYClf9oY8N_RN_Mockup.png 1280w","srcWebp":"/static/47cefbedb4e4461c499f09a859d5cc1f/0c129/aUPjfXNYClf9oY8N_RN_Mockup.webp","srcSetWebp":"/static/47cefbedb4e4461c499f09a859d5cc1f/0e93d/aUPjfXNYClf9oY8N_RN_Mockup.webp 200w,\n/static/47cefbedb4e4461c499f09a859d5cc1f/2259f/aUPjfXNYClf9oY8N_RN_Mockup.webp 400w,\n/static/47cefbedb4e4461c499f09a859d5cc1f/0c129/aUPjfXNYClf9oY8N_RN_Mockup.webp 800w,\n/static/47cefbedb4e4461c499f09a859d5cc1f/45222/aUPjfXNYClf9oY8N_RN_Mockup.webp 1200w,\n/static/47cefbedb4e4461c499f09a859d5cc1f/80f20/aUPjfXNYClf9oY8N_RN_Mockup.webp 1280w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"smallDeviceImage":{"childImageSharp":{"fluid":{"aspectRatio":0.9343283582089552,"src":"/static/5d2f573a649814d1ad74f0b1616fb323/ea5de/aSmHaXNYClf9nkgx_RNWomanMob1.png","srcSet":"/static/5d2f573a649814d1ad74f0b1616fb323/6b0e5/aSmHaXNYClf9nkgx_RNWomanMob1.png 200w,\n/static/5d2f573a649814d1ad74f0b1616fb323/a489e/aSmHaXNYClf9nkgx_RNWomanMob1.png 400w,\n/static/5d2f573a649814d1ad74f0b1616fb323/ea5de/aSmHaXNYClf9nkgx_RNWomanMob1.png 800w,\n/static/5d2f573a649814d1ad74f0b1616fb323/b36f0/aSmHaXNYClf9nkgx_RNWomanMob1.png 1200w,\n/static/5d2f573a649814d1ad74f0b1616fb323/04d48/aSmHaXNYClf9nkgx_RNWomanMob1.png 1252w","srcWebp":"/static/5d2f573a649814d1ad74f0b1616fb323/0c129/aSmHaXNYClf9nkgx_RNWomanMob1.webp","srcSetWebp":"/static/5d2f573a649814d1ad74f0b1616fb323/0e93d/aSmHaXNYClf9nkgx_RNWomanMob1.webp 200w,\n/static/5d2f573a649814d1ad74f0b1616fb323/2259f/aSmHaXNYClf9nkgx_RNWomanMob1.webp 400w,\n/static/5d2f573a649814d1ad74f0b1616fb323/0c129/aSmHaXNYClf9nkgx_RNWomanMob1.webp 800w,\n/static/5d2f573a649814d1ad74f0b1616fb323/45222/aSmHaXNYClf9nkgx_RNWomanMob1.webp 1200w,\n/static/5d2f573a649814d1ad74f0b1616fb323/9c96f/aSmHaXNYClf9nkgx_RNWomanMob1.webp 1252w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"body":[{"__typename":"PRISMIC_Case_studyBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"The Royal Navy needed recruits. But the old playbook wasn’t working on Gen Z.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The Royal Navy’s success depends on recruiting thousands of 16–24-year-olds each year. But Gen Z’s changing expectations and behaviours were making that target more elusive than ever. Digital-first, aesthetically driven and authenticity-focused, this generation demanded an experience that a bloated and unfocused website couldn’t deliver.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The mission was clear: engineer a user-centred experience that inspired the next generation to get onboard. Alongside the client, we mapped a watertight site strategy based on doing fewer things better.","spans":[],"direction":"ltr"}]}},{"__typename":"PRISMIC_Case_studyBodyFull_width_image","type":"full_width_image","primary":{"caption":null,"full_width_image":{"dimensions":{"width":1600,"height":900},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aGeY63fc4bHWjC4L_RNMULTIPLESCREENSHOTS1600X900.png?auto=format,compress"},"full_width_imageSharp":{"childImageSharp":{"fluid":{"aspectRatio":1.7777777777777777,"src":"/static/859cde1e387b92b7deec8aa4aa379a9d/ea5de/aGeY63fc4bHWjC4L_RNMULTIPLESCREENSHOTS1600X900.png","srcSet":"/static/859cde1e387b92b7deec8aa4aa379a9d/6b0e5/aGeY63fc4bHWjC4L_RNMULTIPLESCREENSHOTS1600X900.png 200w,\n/static/859cde1e387b92b7deec8aa4aa379a9d/a489e/aGeY63fc4bHWjC4L_RNMULTIPLESCREENSHOTS1600X900.png 400w,\n/static/859cde1e387b92b7deec8aa4aa379a9d/ea5de/aGeY63fc4bHWjC4L_RNMULTIPLESCREENSHOTS1600X900.png 800w,\n/static/859cde1e387b92b7deec8aa4aa379a9d/b36f0/aGeY63fc4bHWjC4L_RNMULTIPLESCREENSHOTS1600X900.png 1200w,\n/static/859cde1e387b92b7deec8aa4aa379a9d/cfd9e/aGeY63fc4bHWjC4L_RNMULTIPLESCREENSHOTS1600X900.png 1600w","srcWebp":"/static/859cde1e387b92b7deec8aa4aa379a9d/0c129/aGeY63fc4bHWjC4L_RNMULTIPLESCREENSHOTS1600X900.webp","srcSetWebp":"/static/859cde1e387b92b7deec8aa4aa379a9d/0e93d/aGeY63fc4bHWjC4L_RNMULTIPLESCREENSHOTS1600X900.webp 200w,\n/static/859cde1e387b92b7deec8aa4aa379a9d/2259f/aGeY63fc4bHWjC4L_RNMULTIPLESCREENSHOTS1600X900.webp 400w,\n/static/859cde1e387b92b7deec8aa4aa379a9d/0c129/aGeY63fc4bHWjC4L_RNMULTIPLESCREENSHOTS1600X900.webp 800w,\n/static/859cde1e387b92b7deec8aa4aa379a9d/45222/aGeY63fc4bHWjC4L_RNMULTIPLESCREENSHOTS1600X900.webp 1200w,\n/static/859cde1e387b92b7deec8aa4aa379a9d/1f191/aGeY63fc4bHWjC4L_RNMULTIPLESCREENSHOTS1600X900.webp 1600w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}}}},{"__typename":"PRISMIC_Case_studyBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"Success starts with understanding your audience. From our deep audience research, we knew half of Gen Z valued content they can’t get anywhere else. They’re less driven by patriotism than previous generations. They need to see themselves in the action.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Working closely with experts at the Navy, we defined benefits that few others could offer, such as on-the-job qualifications, seeing new horizons, and world-class equipment. Through rapid prototyping and continuous testing, we put these in front of potential recruits to shape the experience around their needs and expectations.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"A digital brand refresh required bold decisions, including using a monochrome logo, a new font sharing angular characteristics with modern ships, and colours drawn from real-world naval touchpoints such as radar screens.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Content was also reimagined for Gen Z, including Stories - a new, bite-sized mobile-first format providing an outlet for unvarnished, real-life insights. It answers Gen Z’s most human concerns like ‘What’s a typical day like?’ and ‘Will I fit in?’","spans":[{"start":49,"end":56,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"A new technical architecture delivered flexibility, scalability and military-grade security. The process involved migrating to Sitecore Managed Cloud – possible because of our experience with strict security requirements. Complete with headless content delivery and composable page composition, the Royal Navy can now meet short-term goals and long-term ambitions. And as Gen Z’s needs evolve, we can reshape the experience to match.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The impact? Immediate. The new experience naturally filtered candidates, increasing qualified applications while reducing ineligible ones. Industry validation followed, with 11 awards including a Webby, a Lovie and the Digital Impact Awards Grand Prix.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"This wasn’t just a website redesign. It was a new blueprint for digital-first recruitment. 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