Nigel Evan Dennis
US Army
Be All You Can Be
Creative Direction
Art Direction

For the first time since 2001, the US Army launched a rebrand with a familiar slogan — Be All You Can Be. At a time when political, economic and social factors are changing how young Americans view the world, the new Army brand illustrates how service in the Army is grounded in passion and purpose.

The process involved extensive research and collaboration between the Army's marketing team, creative agencies, and members of the military. The Army "Be All You Can Be" rebrand is a testament to the power of strategic branding and marketing, and the importance of staying relevant and adapting to changing times.

As the creative lead on the digital side of the US Army experiential and recruitment efforts, early collaboration with the brand design team to develop a system that could support all channels was imperative. Typography had to be chosen, customized and considered for multiple digital edge cases. Colors had to be chosen and adjusted based on accessibility needs. Iconography had to align with testing results and indicators from qualitative online user testing. All culminating to create a cohesive, thoughtful design system.

Brand Agency — Siegel+Gale

Agency — Team DDB Chicago