USAA - Brand Platform

Modernize a 100-year-old brand for millennial soldiers and boomer veterans.  

For the first time in nearly 100 years, USAA was losing market share to competitors appealing to a younger demographic. They needed a way to amplify their message, unify their lines of business and modernize their brand for their 12.8 million members. We developed a unified brand platform and tagline – What You’re Made Of We’re Made For. This new approach spoke directly to the military community’s unique values, attitudes, and beliefs. From 18-year-old soldiers to 60-year-old veterans, we let both audiences know that USAA is tailor-made for their financial and insurance needs by using real veterans to create micro-biographies. Each veteran’s story was woven into targeted touchpoints, creating an authentic storytelling structure that has continued to evolve with the brand throughout COVID and the uncertain NFL season.