New Name. Same Mission.

The U.S. Army transformed how it cares for wounded, ill and injured soldiers (similar to Wounded Warriors). This change included new leadership, a refined case management model, 12+ restructured care units, and a transition from the name Warrior Care and Transition Program to the Army Recovery Care Program. Additionally, the organization needed to merge two previous name changes, across four years, into one united brand.

I led a seven-person Creative team that created the tagline, “New name. Same mission.” and that served as the inspiration for the integrated campaign with messaging, graphics, collateral, media relations and leadership engagement, all customized by platform. Months later, we implemented overall marketing efforts including event sponsorships, print and digital ads, social media, and partnerships.

Throughout the engagement (pre- and post- rebrand), My team delivered the following services:

-Social media management

-Communications strategy and leadership counsel

-Executive briefings, talking points, scripts, etc.

-Articles and content

-Website management

-Graphic design

-Marketing

-Communications event support