The Fleet Reserve Association (FRA) represents all current and former enlisted members of the U.S. Navy, Marine Corps, and Coast Guard. Brought in at the beginning of the marketing concept, FRA asked FIREBRAND to develop a unique and comprehensive brand that would distinguish the association as the voice of these enlisted personnel. We worked with the FRA to develop the tag line “Your Mission – Your Voice” and from there we created the overall look and feel based on a set of strong but flexible graphic standards. Rather than the usual shots of service members in uniform, FIREBRAND set out to deliver a visual that all members of the sea service could relate to: a ship’s wake. This unconventional identifier as the anchor for all its subsequent collateral helps FRA to stand out from the crowd. Since implementing this updated brand, FRA’s recognition among its targeted audience has increased, but more importantly, so has its membership. All hands on deck!