The Best Squad Competition

BuzyBee Designs

The Best Squad Competition

This project focused on strategically rebranding a national military competition to shift its cultural emphasis from individual achievement to team cohesion and collective pride. The solution delivered a powerful logotype and visual identity designed to immediately resonate with soldiers and reflect the core tenets of highly trained, disciplined teams.

About the project

The mission requirement was clear: design a new brand identity for a national competition replacing a prior solo event. The problem statement centered on developing a brand that not only clearly communicated the competition's new focus on team-based performance but also instilled pride and cohesion among the competing squads. As the sole designer, I was tasked with creating a logo that reflected the concepts of Highly Trained, Fit, Disciplined, and Cohesive Teams. The final visual system strategically moved beyond standard rectangular design to incorporate triangular formations, symbolizing field unity and focused cohesion. This branding strategy was highly successful; following publication, the new logo and style guide were immediately adopted across multiple public and government military platforms, including the official Army home website, to depict competition winners and illustrate unit strategy. The final assets were approved by the client, my chief, and my supervisor, cementing the brand's utility and impact across the force.

Client:

Army Multimedia Visual Information Division

Type of Product:

UI/UX

Project Details

This was a high-stakes, rapid-turnaround Logo and Brand Identity project for a national Army competition in 2022, and so on. The primary challenge was crafting a brand identity that successfully signaled the cultural shift from an individual competition to a team-based event, promoting unit pride and cohesion among participants. The core solution was a unique logotype and visual system developed in a tight two-to-three-month timeline, which reflected core values: highly trained, fit, disciplined, and cohesive teams. The successful rebranding effort resulted in the assets being immediately integrated into official government websites and military products, achieving widespread adoption and mission utility.

Things I Did

I designed and led the entire project, beginning with a detailed Design Request Analysis to capture the customer's specific needs for a team-based visual identity. My process focused on Strategic Conceptualization, where I evolved early logotype iterations to include a distinctive triangular focus, symbolizing field formations and unit cohesion rather than standard design specifications.

This strategic approach ensured the brand assets achieved the necessary psychological impact. Following final approval, I delivered a comprehensive style guide for the new logo and branding, which was subsequently used in multiple iterations across high-visibility public and military channels, including the official Army home website. This project demonstrated my ability to deliver high-utility, strategically sound branding solutions under significant time constraints.