Office of Naval Intelligence
Integrated Campaign (Research, Logo, Collateral)
About the Client
Since 1882, the Office of Naval Intelligence (ONI) has provided essential maritime intelligence to service and joint warfighters, the Department of the Navy, and other government agencies. ONI provides critical support to the National Strategy for Maritimate Security, counterterrorism, countertrafficking, counterproliferation, and other evolving maritime naval weapons systems and intelligence missions.
Challenge
ONI partnered with LMD to help the organization develop a comprehensive marketing strategy to increase brand equity and loyalty among its current customers and raise awareness of its products, services, and successes among a wider target audience, including current and potential employees and stakeholders.
Solution
Implemented a wide-ranging customer survey that collected and analyzed qualitative and quantitative data about the ONI customer experience.
Used insights from the survey to inform marketing plans and creative briefs for new ONI marketing products.
Developed a new logo for the organization that communicates its core values and vision.
Established new design standards and brand identity for the organization, including a Design Standards Guide dictating the use of color, fonts, and images in all ONI marketing materials to improve brand consistency and visibility.
Created a complete tool kit of marketing collateral, including a folder, fact sheets, customer handbook, history/timeline brochure, recruitment banners, PowerPoint templates, and quarterly magazine.
Outcome
Buy-in from the highest levels of the organization for ONI's new brand strategy.