For the first time since 2001, the US Army launched a rebrand with a familiar slogan — Be All You Can Be. At a time when political, economic and social factors are changing how young Americans view the world, the new Army brand illustrates how service in the Army is grounded in passion and purpose.

The process involved extensive research and collaboration between the Army's marketing team, creative agencies, and members of the military. The Army "Be All You Can Be" rebrand is a testament to the power of strategic branding and marketing, and the importance of staying relevant and adapting to changing times.