Space Force

Helping to build a credible and trustworthy reputation around Space Force by partnering with the National Parks Service and USPS  

Brandcenter Project | Four Weeks | Strategic Brief  | Spec 

TLDR

Overview: 

Combine Space Force (USSF), National Parks Service (NPS), and The United States Postal Office (USPS) to provide a strategic insight into how these seemingly opposite entities can work together.

Challenge: 

Establish long-term legitimacy and trust in the eyes of U.S. citizens and break down the misconceptions surrounding the newly established branch of the military. 

Opportunity: 

Step out of the military realm and work with two reputable and loved government institutions...The National Parks Service and USPS. Partnering with a credible and beloved institution will showcase a comprehensive approach to protecting the country. 

Strategy: 

Humanize the protection of satellite technology for the good of the world below.

My Role: 

  • Researched Space Force and the misconceptions surrounding it 

  • Re-position Space Force as a serious entity

  • Helped craft the insights, truths and strategy 

USSF X NPS

USSF X USPS

Shared Truth: 

Not a political agenda but a human agenda

USSF Truth:

NPS Truth: 

Helping defend the U.S. spacial technological 

innovation

Natural and cultural preservation for all

Shared Truth: 

Keeping Americans connected with the nation as a whole 

USSF Truth:

USPS Truth: 

Connecting people through technological innovation and protection 

Connecting people through mail and ground 

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Operating as an entity of the Department of the interior, the National Park Service and United States Post Office understand the delicate responsibility that federal bureaus hold.

 

Throughout history, NPS has positioned itself in a manner that has won civilians over with clear and direct, values, programs, and initiatives focused on preserving our environment for future generations. 

The NPS and USPS can help the Space Force humanize their role illustrate a more meaningful purpose for their generation to have a hand in. With technology from Space Force and integrating AR into USPS stamps that will feature National Parks and be a limited time release. 

86%

Of Americans had a favorable view of the 

National Park Services (as of 2019)

Working with NPS + USPS

We want to target and talk to the next generation of tax payers and change makers...Gen Z

Generation Z are eager to change America’s institutions  

66% percent of Gen Z’ers feel obligated to reshape society from the ground up and are more concerned with moving the country forward in positive ways.

 

Also, they’re less tied to political affiliations (such as that of Trump’s Space Force). 93% of this segment are moved by brands who prioritize “purpose” over “politics".

The importance of GPS and how it plays into our daily lives

If GPS technology is compromised the U.S. Economy could risk losing 1 billion dollars per day

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Financial Transactions: 

Mobile Online Banking

Debit & Credit Purchases

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Telecommunications: 

Digital Time

Weather Tracking  

Logistics: 

Freight Tracking

Food Harvesting and Distribution  

And Space Force likely to stay...the Biden Administration is unlikely to scrap Space Force as we move into the new presidency. 

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The military is positioned as one of America’s most trusted institutions but Space Force isn't trusted at all and has been subject to an unfortunate source of comedic relief and criticism   

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The Art of Misconception

The U.S. Space Force has fallen victim to endless misconceptions. 

Contrary to popular belief, its main purposes are not:  

  • Creating more astronauts 

  • Fighting aliens

  • Destroying asteroids

…or any other fantasy-like assumptions  

It's True Purpose

The Space Force serves a very real and essential function:

It protects American interests in space: 

 

  • Namely, these interests include systems of GPS satellite technology

  • Which plays a vital role in protecting and preserving our everyday livelihood

What's the source of the Space Force confusion? 

Emotionless Verbiage + Lack Of Transparency

 

Messages of conflict: The President says one thing, military officials and other politicians say another thing which has ultimately become a product of a highly controversial administration.

Team: 

Cat Marsh: Strategist 

Charlotte Robins: Strategist

Leon Brewington: Creative Brand Manager

Lex Coehlo: Experience Designer