Reshaping the recruiting narrative of a federal academy
Rebranding the recruit experience for the U.S. Coast Guard Academy.
As the smallest of the five federal service academies, the U.S. Coast Guard Academy faced a critical challenge: attracting a more diverse applicant pool to protect federal funding and maintain institutional autonomy. We spent months on the ground—meeting with students, instructors, and administrators—to uncover the unique value proposition that would resonate with a new generation of leaders.
Academic Brochure
The core academic brochure designed to showcase the rigor and opportunity of the Academy.
Inside spreads featuring student life and academic excellence.
Viewbook
The flagship Viewbook, a deep dive into the Academy's mission and lifestyle.
Spreads emphasizing the 'Beyond the Classroom' experience.
Detailed storytelling through photography and typography.