In need of a refresh, the U.S. Army was looking to redesign its website and introduce itself to a new generation. Controversial in nature, the Army had new and improved stories to tell: of inclusion, opportunity, and experience. Centuries old institutions change with the times and the Army's modern mission needed to land with authenticity and transparency.
In need of a refresh, the U.S. Army was looking to redesign its website and introduce itself to a new generation. Controversial in nature, the Army had new and improved stories to tell: of inclusion, opportunity, and experience. Centuries old institutions change with the times and the Army's modern mission needed to land with authenticity and transparency.
For Critical Mass — Art Direction, Design Systems, Prototyping
The design system evokes the structure and order of the Army itself while allowing for endless component configuration. Immense scrutiny was applied to all decisions concerning typography, color, iconography, and overall content hierarchy.
With an incredible amount of information to showcase in a clear and approachable way, the design system needed to be reliable for current needs and—more importantly—future ones.
Nothing was more important at capturing the new ethos of the Army than photography. Updated policies around sexual and gender identity, religious garments, and cultural hairstyles highlight an overdue shift in attitude. Increasing the depiction of women became an integral part of dispelling the boys club mentality often associated with the Army.
Additionally, staffed photographers constantly capture powerful and compelling visuals of life on base, training, and deployment.
Best-in-class user testing continuously raised the standard of what our team produced. Sophisticated design coupled with intelligent interactions anticipate users on every page, while subtle animations and seamless transitions create a indelible experience.