The naval warfare service branch of the United States Armed Forces.
Redesign the established brand.
The first stage was a great amount of research and understanding of the Navy. Throughout the process I spoke to many Navy retirees to gain some insider knowledge as well as gauge their reactions when seeing the design. I wanted to design beyond consumer-facing interactions, and explore internal as well as external communications, and recruiting and training materials. Keeping the formality and tradition behind a military mark was important, so I treated it more as a refresh rather than a complete overhaul, while still crafting small details like the gradation of dark to light blue on the wordmark establishing the branch’s presence from deep seas to high skies.