United States Army Brand Redesign
The U.S. Army was facing one of its most significant recruitment challenges in decades. Public perception had shifted, enlistment numbers were declining, and a fragmented digital ecosystem struggled to meet the expectations of a new generation of prospects.
To address this, we reimagined the experience from the ground up, unifying disconnected touchpoints into a cohesive ecosystem that guided users from initial discovery through enlistment consideration. By simplifying complex career information into more intuitive pathways and establishing a modern visual and experience system, we helped make Army opportunities more approachable, relevant, and compelling for prospective recruits while building greater trust throughout the journey.
Impact:
- 2x increase in lead conversion
- 30% lower acquisition costs
- $60M+ annual cost savings
My Role:
Led design efforts across a complex network of Army stakeholders, agency partners, and cross-functional teams to align strategy, experience, and execution around a shared vision for the future of Army recruitment. I guided the creative and experience vision from concept through launch, ensuring consistency and quality across every touchpoint while serving as a primary client partner through workshops, presentations, and strategic planning sessions.
By connecting Army leadership, agency teams, strategists, researchers, and developers, I helped build alignment, drive decision-making, and translate business objectives into scalable design solutions that supported the Army's evolving recruitment goals.
Impact:
The redesign transformed a fragmented collection of digital properties into a unified ecosystem that better served both users and the Army's recruitment goals. By aligning strategy, experience, and design under a shared framework, we established a scalable design system that brought greater consistency and efficiency across platforms, teams, and touchpoints.
The resulting experience guided prospective recruits more effectively through the recruitment journey, increasing lead conversion by 110%, while streamlined operations and improved performance reduced cost-per-contract by 30%, generating more than $60 million in annual savings.
Teammates:
Nigel Dennis - Creative Director, Courtney Schiffres - Copy Lead, Roman Ivashnev - Designer, Alex Rybarczyk - Designer, Jonathan Crawford - UX Lead, Stephanie Gough - UX, Dan Boland - Lead Developer, Cassie Mai - Producer, Paul Serilla - Strategy Lead, & Team DDB Agency Partners.
