The U.S. Army tasked us with developing an enterprise brand that encompasses the three separate sub-brands that comprise the Army (U.S. Army Active, U.S. Army Reserve, U.S. Army Civilian Service) with the goal of creating a communications platform that is relevant, own-able and motivating to both internal and external audiences.

We developed strategic directions for the communication platform, and corresponding creative to test among the public and internal stakeholders. Based on the quantitative research, we delivered a comprehensive creative brief with message, media, and channel insights to inform the messaging and creative direction of the U.S. Army advertising campaign.