US space force

The USSF is the 6th official branch of the military and was established in 2019. Since USSF’s inception the brand has faced misperceptions, constantly being heckled by late night hosts and even garnering a Netflix comedy series bearing the branches name. Despite facing strong criticism and controversies in its first two years, and being the punchline of such jokes, the military branch is charged with deadly serious business.
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The project was designed as a case study to address the cultural misconception of the USSF to reposition the brand in culture through the lens of protection. We defined “protection” in its full dual meaning both a prevention of harm, and a measure intended to preserve liberties and rights. We divided the idea of protection into two perspectives: to protect from and to protect opportunity and capability to. 

The Space Force is suffering from traditional military associations of frontline war, a mindset that’s focused on competition and dominance, represented in Space Force’s capstone document. This conflicted with Space Force’s stated definition of success, “…peaceful use of space, free for any who seek to expand our understanding of the frontier,” and the digital plaform of their work. This disconnect example was one of many, and instrumental in forming the To–From strategy framework. To reposition, a new mindset is needed, one focused on deterrence, collaboration, and peace, the importance of reframing language was clear to the strategy. 

The brand positioning evolves the Space Force’s trajectory as Military Aggressors and positions the branch as Preservationist of the domain. We developed a set of guiding principles, a Manifest, to fuel this mission. A motto was crafted to evolve the antiquated Latin to the new strategy. 

A new identity strategy was designed, transitioning from sharp to fluid, symbolizing the expansive nature of the new minds behind the service.

RESULTS

Interview with Deborah James Lee, Former Secretary of the Air Force 

Work delivered to military branch, measures unknown due to security.

team

Kristen Branch
Emelil Walter
Ryan Nguyen
Courtney Duggan

credits

Dr. Tom Guarriello
Mark Kingsley
Melinda Welch