When Hartwood was first awarded the ARDB contract, one of the first things we identified was an extremely disaggregated knowledge base throughout the records management (RM) community. Previous contracts had put out obsolete guidance that were still in circulation, critical policy pointed to websites where links/resources no longer worked/were accessible, and the look and feel of USMC RM reflected the same bare-bones framework from the last decade. Putting ourselves in position of these RMs, Hartwood quickly realized that program “buy-in,” especially at the forefront of a mass migration/transition to electronic RM (ERM), was at an all-time low.
CHALLENGE: Our challenge was three-fold: 1) to create products that would intrinsically address, if not directly counter outdated information/practices already in circulation, 2) to give an overall “face-lift” to the Marine Corps RM program, and 3) to ensure that the “new-and-improved” RM program would resonate within the community long-term.
SOLUTION: In developing two system solutions for RM, Hartwood hired a Graphic Design and Visual Communications Specialist to design, market, and brand these solutions to the community. These efforts culminated in a series of custom-tailored logos and taglines, all of which support the Marine Corps’ three-phased migration to ERM compliance. Most notably, we have also created a Records Manager of the Marine Corps (RMMC) logo to distinguish the RM section from the other three sections (i.e., Forms, Directives, and Reports) inherent to ARDB. This logo and tagline have since been integrated into all ARDB personnel email signature blocks, products, training, etc. It is the only section within ARDB to have this distinction. We are also in the process of codifying the use of these branding concepts in a comprehensive Style Guide, which will serve to canonize these efforts for current and future use.
RESULT: As a result of Hartwood’s efforts, our logos are becoming increasingly stand-alone symbols throughout the enterprise. When customers see the RMMC logo in our signature blocks, despite being contract support, they know we speak on behalf of ARDB. Furthermore, our products all complement each other with a similar “look and feel,” color schematic, and design. While these changes may appear minor, to the customer they reflect a visual maturation of the RM, solicit stakeholder buy-in, and distinguish Hartwood products from that of the rest of the Marine Corps.
The United States Marine Corps Wounded Warrior Regiment (WWR) was in charge of hosting the 2020 Department of Defense (DoD) Warrior Games. The 10th annual adaptive-sports competition was set to take place in San Antonio, Texas. The games highlight the exceptional physical skills and mental toughness of wounded, ill and injured active-duty and veteran service members. Men and women from the U.S. Air Force, Marine Corps, Navy, Army, and U.S. Special Operations Command are joined in competition by representatives from allied nations for a variety of adaptive sports ranging from archery to wheelchair rugby.
CHALLENGE: The Marine Corps WWR was tasked with putting together a media campaign to unify the messaging, themes, and branding elements for the 2020 DoD Warrior Games. Each year, the torch is passed to a different service branch to host the DoD Warrior Games and develop a media package to advertise the games to raise awareness about adaptive sports competition benefits for the wounded, ill, and injured service members and to increase attendance/viewership for the upcoming games.
SOLUTION: Hartwood Consulting Group created a brand guide that outlined the DoD 2020 brand identity and brand assets to ensure consistency, standards, and values. Hartwood worked with WWR’s CommStrat Officer and other Marine Corps entities to develop a campaign platform and was woven throughout the branding guide and messaging. The branding guide consisted of the official logos, military seals, color palette, fonts, event pictographic, taglines, and visual assets.
RESULT: Hartwood was able to work with WWR’s CommStrat Officer and other supporting Marine Corps entities to put together a brand guide that was cohesive, professional and represented the values of the Marine Corps, DoD Warrior Games, and warrior care community.