Overview: The opportunity to work with the U.S. Army was an amazing experience and an absolute honor. The U.S. Army’s licensing program generates revenue for their M.W.R. (Morale, Welfare and Recreation) program that provides leisure services for soldiers and their families.
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Deliverables: Brand guidelines with logo, color and typographic standards, and product packaging examples for various formats (box, blister card, hang tag, etc.). A complete Tool Kit of elements and assets provided to streamline the development process from multiple licensee design and production agencies, keeping an integrated, cohesive brand look.
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Design Challenge: The U.S. Army was in the process of updating their ACU (Army Combat Uniform) which utilized a new camouflage pattern, and could not provide any visuals for reference. Tasked with creating a distinct pattern that was neither old or new, a unique “Exploratory Camo” was developed that incorporated a modern pixel pattern with a topographic overlay.
