The United States Marine Corps (USMC) recently launched a new messaging strategy: Battles Won. To promote this messaging strategy and reinforce its brand differentiation, the USMC’s agency of record J. Walter Thompson Atlanta teamed up with digital agency Mirum’s Dallas and San Diego offices to create the new Marines.com, an online platform that not only acts as an information portal for prospective recruits, but also as a storytelling platform that emphasizes who the Marines are and what they do. The new site features short, bold copy, shareable elements and a distinctive color palette modeled after the USMC’s official colors, including the scarlet red stripe of its uniforms—revealed as visitors hover over navigation items.
Mirum and J. Walter Thompson Atlanta designed the site to purposefully ensure users can reach content quickly and find their way back to higher level pages easily: all detail pages are accessible with a maximum of two clicks deep, and large visual landing pages guide users without overwhelming them. Cinemagraphs on the homepage and throughout the site feature subtle animations and a slight parallax effect that rewards users as they scroll, making the content pop and engage visitors more. Additionally, a “Contact a Marine” button is always present no matter what page the user is on, so visitors can take the next step toward finding more information about becoming a Marine.
For the site’s CMS, J. Walter Thompson chose to implement Adobe Experience Manager (AEM). AEM streamlines the content managing process with features such as in-line editing, enabling copy and images to be updated in real time on the pages themselves.