The Insight
Our discovery revealed that, far from being a place where troubled boys are disciplined or “fixed,”. At Army & Navy Academy (ANA), everyone who teaches there believes greatness lies in every boy. And for each boy to tap that greatness he first has to believe in himself. ANA needed a brand repositioning that better aligned with its authentic truth: a school that listens to, challenges, and encourages boys to envision and achieve their goals. When ANA believes in a boy and nurtures his highest aspirations, he discovers his best self.
The Journey
The strategy we developed put the focus where it belonged: on each individual student and his journey. “Be Bold. Be Brilliant. Be You.” However, this slogan evolved beyond the brand strategy. It became a direct message to prospective students, encouraging them to imagine their path at Army & Navy Academy. This bold new positioning became the foundation of the admissions campaign and influenced every narrative the school shared going forward.
Mission Minded updated ANA’s visual identity with a refreshed logo and an engaging website. At the same time, we also provided a comprehensive suite of communications tools. This included the school magazine Believe, admissions brochures, and a video that captured the essence of the modern warrior. Each piece was designed to help students and parents imagine a bright future filled with possibilities. Confident, courageous boys thrive at Army & Navy Academy.
The Impact
The transformation in perception was profound. Interest and enrollment grew as ANA shed its old reputation and emerged as the school where boys discover their greatness. The campaign didn’t just change how the school was viewed. It reshaped the very way prospective cadets and their families saw their own future.
That silence you hear at the end of your presentations isn’t us sleeping. It’s awe. This is everything I’d hoped for and you did not disappoint.
Major General Aurther Bartell