The Department of Defense’s Military Community and Family Policy (MC&FP) creates and manages quality-of-life programs that support service members, their families, and survivors. MC&FP is the organization behind such well-known military programs —such as Military OneSource and SpouseWorks.
The team at Crosby partnered with MC&FP to create a unified brand strategy across its many programs, initiatives, and offices. Over time, the growing number of individual brands had diluted the central MC&FP identity making it harder for audiences to see how the brand were connected. Our work established a clearer, more cohesive brand system that brought these efforts together under one unified vision.
The scope also included new visual identities, brand style guides, and customizable templates and materials to ensure consistency across offices and communications.
New Umbrella Brand
Brand Architecture Strategy
A large part of our strategy involved reducing the visual clutter from all the MC&FP sub-brand that had come about organically over the years. Below is the final selected visual approach that we developed together.
MC&FP SpouseWorks Rebrand Style Guide
MC&FP Brand Style Guide
New Brand Template Examples
