We were approached by the United States Air National Guard to completely redesign their existing recruitment website – GoANG.com. Although the United States Air National Guard is a major force within the military – with about 110,000 men and women in service – it still battles to actively recruit citizens into it's ranks, through lack of awareness of it's existence. This is due mostly to the active recruitment campaigns and bigger budgets that the other arms of service have (for example, US Air Force, US Army, US Marines, US Navy etc).

The size of the US Air National Guard.

Instead of shying away from these big competitors, we tackled them head-on – by employing a similar graphic language and interactive elements that guide the user through a rich experience. Early on in the project, we interviewed ANG recruiters and new recruits on what they thought was important for the site to use. This information was invaluable and helped us produce the interactive features. We introduced elements that focused on "career and base location", clear call-to-actions throughout the site that push the user to contact a recruiter, and an engaging campaign that educates and highlights the excitement and importance of being part of the ANG.

Lastly, it was important that the site could be used by the ANG recruiters who use their iPads out in the field. The site was designed and developed to be iPad friendly and using the latest CSS and HTML markup, with the experience section "Jump into the Action" harnessing the power of parallax scrolling.

Role: Design Lead, Art Director, UI/UX Consultant, Design QA Lead
Agency: RoundarchIsobar – NYC, 2012

URL: GoANG.com