Project: Website Redesign

The GoArmy.com redesign started back in 2019. We were put on pause and received new direction following the U.S. Army’s rebrand and reintroduction of “Be All You Can Be.” With a new timeline, a new set of clients, and a new team in place, we re-redesigned and rewrote the entire website. All 100+ pages of it. We also created a whole new site map (including page names), design system and writing guidelines to support it. It was a complicated process and super collaborative effort to ensure our internal team, agency partners, clients, and Army subject matter experts were all on board with the creative approach and decisions made along the way.

We also created a sizzle video for this effort which was used to get the Army excited for the launch, as well as to show Army leadership why a complete overhaul of GoArmy.com was not only necessary as an organization, but also crucial to their recruiting efforts.

Website | Branding | Digital | UX | SEO

Agency: Critical Mass (Chicago)
GCD: Keith Henneman
Sr. AD: Velina Ilieva
+ an insanely large team