Since its founding in 1961, the Peace Corps has impacted millions of lives worldwide. Like most legacy brands, however, the Peace Corps had not since repositioned their organization to address cultural shifts and better meet the needs of potential recruits. Our research revealed that their branding and communication efforts left a critical gap: Black and Latino men. As a result, this group was underrepresented in their volunteer group. More broadly, American millennials did not feel as connected to the organization’s purpose as older generations, foretelling further drops in volunteer numbers.

Ogilvy led Peace Corps through its first ever rebrand, using audience insights to frame the brand’s promise
to appeal to tomorrow’s social change agent.

·       Brand positioning

·       Logo design

·       Brand guidelines

·       Message architecture

·       Collateral suite

·       Digital media design

·       Marketing campaign