The Peace Corps has been improving lives and fostering cultural exchange between the United States and countries around the world since 1961. Like many legacy brands, the organization recognized the importance of evolving to address shifts in the Millennial target audiences—their values, their lifestyle and the increased competition for their attention.
After extensive research and collaboration with the Peace Corps, Ogilvy discovered that while many Millennials want to do good in the world, what sets those most suited for Peace Corps service apart is their desire to experience a more authentic and meaningful human connection as part of their contribution to the world. When it comes to committing to service, they are motivated by the challenge and opportunity inherent in the Peace Corps experience: directly helping people when and where they need it, and in return, learning from people about their world. This insight led to our understanding that the Peace Corps’ role is as a catalyst, empowering young adults as change agents to act on their vision for a better world.
Throughout it all, Ogilvy collaborated with the Peace Corps to help manage change and introduce internal stakeholders to the audience insights and new brand platform, which included key messages and a refined voice for communicating the brand’s promise to Millennial audiences.
To bring the new brand platform to life, Ogilvy carefully crafted the visual identity and message architecture to attract younger audiences without alienating alumni Volunteers who are vital advocates for the Peace Corps’ mission. The brand platform messages and visual identity guidelines have been adopted and applied to all materials and touch points around the world, including country offices, the new website, and the Peace Corps’ headquarters. The logo animation video Peace Corps created for the launch of the new brand in June 2016 was Peace Corps’ most popular organic video on social media ever posted. The logo has earned widespread acclaim, including a top spot on Tech Insider’s nine best logo redesigns this year.