The next generation of American submarines will be among the most complex machines ever built—designed to operate underwater for decades while carrying crews, strategic missions, and the weight of national security. Building them isn't just an engineering challenge; it's a workforce challenge. To meet the demands of a new era of American shipbuilding, the industry must recruit and inspire hundreds of thousands of skilled workers across dozens of trades—from welders and electricians to engineers, pipefitters, and machinists.
BuildSubmarines.com was created to help solve that challenge by elevating awareness of careers in submarine manufacturing and connecting the next generation of talent with opportunities across the industry.
As Creative Director, I lead the team responsible for developing the brands visual identity and how it came to life across every touchpoint. I oversaw the creation of the brand system, led the production of two national 30-second broadcast spots, directed the redesign and expansion of the website, guided the social campaign, and led the design of three NASCAR liveries that extended the campaign. The result was a cohesive, multi-channel campaign built to inspire pride, shift perceptions, and recruit the workforce needed to build the future of America's submarine fleet.
Team: Creative Direction: Eric Leighton + Andrew Carlson | Design + Animaton: Emily Kline, Colin Campbell, Bryce Herbst | Copy: Thomas Cochill, Lucy Findley, Greg Peterson | Production: Jennifer Kreger
