Founded and funded by Activision, the developers of Call of Duty, C.O.D.E. work to place veterans in high-quality careers. Why? The unemployment rate among young veterans is nearly three times the national average, and many former military personnel struggle to explain how their skills and training apply to civilian jobs. Making matters worse, many hiring managers harbor false stereotypes about veterans.
Our challenge was to help create a unique identity for C.O.D.E. that was separate from Call of Duty, the largest entertainment franchise in the world. Furthermore, we needed to make C.O.D.E.’s mission crystal clear by putting veterans first and enabling them to easily discover new career opportunities. Finally, the new website needed to support other nonprofits who were seeking information about C.O.D.E. grants and offers.
We created a new design system and platform that represented the C.O.D.E. brand consistently across all digital channels – and designed it to scale on any device. In addition, the work supported C.O.D.E.’s offline and partner channels in order to engage veterans and partners.
How exactly did we do this? We started with the strategic idea that less is more. Our team took cues from the Call of Duty franchise’s minimalist aesthetic and translated it into a visual language for C.O.D.E. We also created striking infographics and leveraged uplifting black and white photography of veterans.
By infusing a touch of the Call of Duty look and feel, we deepened the connection with veterans and fans while putting together an inviting color palette that was distinct while staying true to the overarching Call of Duty brand. In addition, we developed a flexible design system that made it easy for the brand to go beyond digital executions.
Thanks to our productive and thoughtful collaboration with Activision, our team was able to reinvent C.O.D.E.’s brand identity and digital experience. In the process, we ensured that C.O.D.E. had an aesthetic that set them apart, while still paying homage to the entertainment powerhouse they share a name with.
We were delighted at the praise we received from Activision’s executive leadership. More importantly, we were proud to have assisted our nation’s veterans.