USMC - Digital Rebrand and Redesign

The Challenge

The "USMC Digital Rebrand and Redesign" project presented unique challenges that required innovative solutions and strategic planning. Balancing the rich tradition and heritage of the United States Marine Corps with the need for a modern, engaging digital presence was paramount. We needed to preserve the Marine Corps’ strong brand identity while integrating contemporary design elements, which demanded a deep understanding of their core values. Maintaining a consistent brand voice and visual style across diverse platforms, including web, mobile, Xbox, and digital media banners, was another significant challenge. Each platform had its own technical requirements and user expectations, necessitating tailored approaches while ensuring a cohesive design language.

Additionally, aligning the diverse perspectives of multiple stakeholders, including senior Marine Corps officials, marketing teams, and technical developers, required effective communication and collaboration. Creating an intuitive and engaging user experience for varied user groups, from potential recruits to current Marines, involved extensive user research and usability testing. These challenges underscored the multifaceted nature of the USMC Digital Rebrand and Redesign project.

User Research & Content Strategy

The "USMC Digital Rebrand and Redesign" project relied on comprehensive user research and a strategic approach to meet the diverse needs of the Marine Corps audience. Through a blend of qualitative and quantitative research methods, including interviews, surveys, and analytics analysis, we gained valuable insights into user behavior and preferences. These insights informed the development of detailed audience personas, guiding the customization of the digital experience for different segments of the Marine Corps community.

With a deep understanding of the audience, we developed a strategic framework outlining key objectives, messaging strategies, and touchpoints across the user journey. This framework guided an iterative design process, allowing us to rapidly prototype and refine designs based on user feedback. Prioritizing accessibility and inclusivity, we ensured that the digital platforms were accessible to all users, resulting in a digital experience that resonated with users and supported the broader goals of the Marine Corps.

Design System

A cohesive visual identity was pivotal for the success of the "USMC Digital Rebrand and Redesign" project. We developed a comprehensive style guide and design system to ensure consistency across all digital platforms while reflecting the unique values and identity of the Marine Corps. The style guide defined key elements such as color palette, typography, iconography, and imagery guidelines, drawing inspiration from the Marine Corps' heritage to convey strength, professionalism, and patriotism. Additionally, a component-based design system streamlined the design and development process, providing reusable UI components and interactive prototypes to visualize the user experience. Accessibility considerations were embedded throughout, ensuring usability for all individuals.

The implementation of the style guide and design system facilitated the creation of visually compelling and user-friendly digital platforms. Development teams utilized the established design assets and guidelines to ensure coherence and consistency during implementation, supported by training and documentation for stakeholders to promote adoption. By enhancing the Marine Corps' digital presence and strengthening its brand identity, the style guide and design system played a pivotal role in elevating the organization's digital experience, reflecting its values and resonating with its audience.