US ARMY

Brand evolution, messaging and architecture to excite a new generation about the US Army (with Siegel+Gale and Team DDB)

SERVICES

Brand Strategy | Positioning | Architecture | Visual and Verbal identity | GTM Messaging

Award-winning brand evolution for the US Army

THE CHALLENGE

Develop a brand strategy, positioning, visual and verbal identity, and messaging for the US Army that would attract a new generation of recruits, and simplify a very complex organizational brand architecture.

THE STRATEGY

Create a powerful brand vision for the US Army that reflects a more modern experience and attracts a new generation with the ideals and possibilities of the Army. Partner across agencies and US Army divisions to define a new Army, driving engagement among officers, recruits, civilians and the public.

GAME-CHANGING EXECUTION

Create brand strategy, define clear portfolio architecture, develop full-brand design eco-system including signature systems, and create communications strategy to update all outward-facing branding, provide tools for digital storytelling. Launch new campaign to build recruitment and reputation focused on the infinite possibilities of the Army as part of Team DDB.

Results—This brand evolution, eco-system, and campaign resulted in a 24% increase in Gen Z recruitment, surpassing the Army’s goal by 50%. The brand strategy and execution won numerous awards, including the Red Dot—Best of the Best Award; Grand Prix Award and Transform North America Gold Award for Best Brand Evolution in the Public Sector.