Brand Platform

How could we make the Army matter to a generation that doesn’t know it?

Brand Positioning

Reintroducing the Army to a new generation of prospects. Radical simplicity. Ruthless consistency.

Redesigning the 20-year Brand Platform for the U.S. Army.

Visual & Verbal Identity

We took an utilitarian approach to update the visual and verbal system for a highly matrixed, 1.4-million person organization.

Brand & Product Architecture

For a brand as large & complex as the Army there was a brand and product strategy to ensure brand cohesion while still leaving flexibility for product distinction.