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.