US Army Rebrand 2023

The United States Army is the land service of the US armed forces, a 245-year-old institution facing recruiting pressure from a tight labor market and a perceived gap with Gen Z values. Young people wanted purpose, passion, growth and belonging but did not see the Army as a path to them, and its last full refresh dated from 2001. Siegel+Gale's 2023 identity, made as part of Team DDB, rests on a single word, Possibilities, and brings back a classic recruiting line from the 1980s.