Monumental Details

USAA

Building a monument was only part of building The National Military Monument.

People still had to discover it, understand it, find the names meaningful to them, summon those names to a place of honor and take something with them when they left.

So we designed the experience around the experience—from digital journeys and emails to signage, storytelling and the smallest details on the National Mall—all to make more than 41 million names feel personal.



Select Quotes
“It doesn’t take a permanent monument set in stone to make a big impact.”
-Fast Company

“Read their names, remember their stories.”
-Gen. Christopher Mahoney, Vice Chairman of the Joint Chief of Staff, via Stars and Stripes

“I had tears in my eyes and my heart filled with pure joy and pride.”
-Maj. Gen. Bob LaBrutta, USAF (Ret.), via Fox News

“I’m humbled. It’s beautiful.”
-Roy Riedle, Vietnam veteran



Select Press
Fast Company
Adweek
Little Black Book
Stars and Stripes
CBS
Fox News
Military.com
Good Morning America



Select Celebrities/Influencers
Michael Strahan
Jeremy Reaves
Melissa in Chaos
Ellie Golden Life
Wives of the Armed Forces
Liberty Zabala



Credits
Copywriter: Ben McCoy
CCO: Brian Carley
ECD: Bill Pauls
ECD: Jordan Lipton
CD: Tim Bunker
ACD: Blake Cleavenger
ACD: Ashley Lakics
ACD: Holly Mullinax
Group Experience Design Director: Eddie Gomez
Experience Lead: Mehmet Aydin
Senior Designer: Joanna Albright
GCD: Sasha Kobrynich
CD: Carolina Espinales
GVP, Technology Engineering: Jomy Jose
VP, Techology Engineering: Alan Shimoide
Executive Producer: Michael May
Partner Agencies: m ss ng p eces, Media Machine, Atomics

    Website and Announcing

    Before arriving


    Call A Name to the Monument

    We turned a monument of 41+ million names into a personal experience. Visitors could find someone meaningful to them and call their name to a place of honor.


    USAA Ambassadors

    Technology could find a name. People helped make the experience meaningful. USAA Ambassadors guided visitors through the Monument, summoned names and carried materials translated into six languages.



    Plaque

    Dedicated stone plaques explained who these names were and why they mattered.



    Designing with the National Mall in Mind

    Even the necessities had to feel considered. From crowd-control barriers and wayfinding to safety notices and temporary closures, every functional element was designed as part of the same experience.


    Opening Ceremony

    Literal fanfare from the U.S. Army Band, a presentation of colors, rifle demonstrations, speeches and more.

    Opening Sequence (Frame 1): 
    For 250 years 410 million men and women
    served and sacrificed
    we honor their names
    Opening Sequence (Frame 2):
    George Washington
    “First in war, first in peace, and first in the hearts of his countrymen.”
    The U.S. Navy Drill Team
    The U.S. Navy Drill Team performs rifle drills.
    Gen. Christopher J. Mahoney gives opening remarks.
    Master Gunnery Sgt. Kevin Bennear of “The President’s Own” sang the National Anthem.

    Extended

    What started as a month-long tribute extended for months so more families could honor the military members that mean something special to them.



    Explore more of the monument experience.