U.S. Air Force

The 139th Airlift Wing in St. Joseph, Missouri needed a bolder new look and feel for its recruiting materials and campaign to reach out to potential recruits.

My team developed a campaign concept that encompassed all the reasons young men and women would want to join the unit — from things like camaraderie and helping their community to tuition assistance — in the idea of being a part of something bigger. Our campaign tag line, Be A Part of Something Bigger, took center stage, along with a graphic badge we applied to everything from ads to t-shirts and window clings. We used photography and video clips featuring local places and personnel, rather than more generic U.S. Air Force stock, to help recruits better identify with the unit and its members. The campaign included TV, radio, billboard, brochure, newspaper ad and social posts that all drove right to the recruiting office for more information.