After extensive work with America Saves, an arm of this effort, Military Saves, approached Mediastudio for assistance. This program addresses saving habits among the US armed forces both domestic and abroad, and needed a distinct presence to attract interest, address the key military audiences, be taken seriously, and get positive feedback from resistant forces. 

To begin, Mediastudio studied best practices, formats, approaches, and other strategic elements of the campaign to differentiate it from similar campaigns so that it could be the clear choice for an audience bombarded with multiple messages. The team continued work by further identifying the campaign’s unique need: to be based within the overall campaign of America Saves, but with a completely separate funding source and target audience. The strategy included recommendations that Military Saves develop a completely separate identity from the national campaign; take special care to maintain certain ties to America Saves so that the overall campaign would retain its integrity; and base its reach via online and paper form-based outreach efforts. The strategy also recommended much of what is described below regarding the overall brand of the entire campaign.

During the identity development process, Mediastudio worked with Military Saves officials as well as members of the Department of Defense and the Consumer Federation of America to create a look and feel that resonated with all parties involved. The brand for the campaign was specifically created to resonate with both seasoned and new members of the military, employing a strong American approach meant to instill a sense of patriotism and pride.  Time was spent to research imagery that was fresh for military audiences, yet held a traditional appeal. The new identity was enthusiastically received when it was unveiled during an internationally simulcast presentation of the Military Saves campaign.

Following the branding process, the online presence of the campaign was developed. To house the savers’ data,, Mediastudio retrofitted many of the America Saves campaign technological components to address specific needs of the Military Saves campaign. The content management system used for the overall America Saves campaign now had Military Saves templates along with many other permission-specific, unique Military Saves applications.  The result was an enrollment process, specifically designed for Military Saves, complimented by reports and applications also specific for Military Saves.  The entire campaign was now focused exclusively on military personnel which uniquely supports the overall America Saves campaign.