Lithuanian Armed Forces — Transforming Public Perception with Strategic Branding and Modern Design
Client
Lithuanian Armed Forces
The background:
The Lithuanian Armed Forces (LAF) aimed to reshape its public image to boost recruitment, build trust, and strengthen national pride. Although recognized for its modern capabilities and respected among defense professionals, the LAF faced lingering outdated perceptions. Many people associated it with mandatory conscription, or “guns and shooting in the woods”, rather than diverse career opportunities, making it harder to connect with a broader audience, especially younger generations.
To tackle these challenges, the LAF collaborated with Civitta to create a comprehensive branding strategy and a refreshed visual identity, blending traditional values with modern aspirations. The goal was to build trust and showcase the LAF as a respected institution offering meaningful and diverse career paths for Lithuania’s future leaders.
The Essence of the Project:
The project centered on reshaping the LAF’s image through three key stages:
- In-Depth Public Perception Research: Civitta conducted focus groups with individuals closely connected to the military and civilians. The research revealed a divide in perceptions—while people closely connected to the military valued the LAF’s patriotism and discipline, the civilians sought narratives of personal growth, professional opportunities, and inclusivity.
- Strategic Branding Development: A dual-axis strategy was created to emphasize both collective strength and individual stories. Messaging was carefully crafted to resonate with diverse audiences, ensuring authenticity while addressing public misconceptions.
- Modern Visual Identity Design: Civitta designed a cohesive and scalable visual framework that aligned 40 battalions under one unified identity. The new design showcased cutting-edge technology, the professionalism of the armed forces, and a connection to Lithuania’s cultural heritage.
Services provided:
- Public Perception Analysis: Conducted focus groups to uncover key insights about LAF’s image, uncovering public expectations and barriers to engagement.
- Brand Strategy Development: Created a dual-focus branding strategy to bridge the gap between traditional values and modern storytelling.
- Unified Visual Identity Design: Developed a consistent visual branding system, including logos, templates, and style guides, to ensure uniformity across all LAF divisions.
- Long-Term Communication Roadmap: Provided a five-year strategic plan for ongoing branding improvements and public communication.
- Collaboration, Training and Consulting: Delivered templates and guidelines for internal teams, enabling LAF to maintain and evolve its brand independently while offering ongoing consulting support to help keep the visual identity consistent.
Result:
The collaboration between Civitta and the Lithuanian Armed Forces resulted in the successful development of a cohesive brand strategy and a modern visual identity that unified the organization’s image across all 40 battalions. The project included comprehensive research, which revealed key insights into public perceptions and enabled the creation of a dual-focus branding approach balancing traditional values with modern aspirations.
This strategy laid the groundwork for enhancing the LAF’s public image and communication efforts, providing a framework for future growth and adaptation. Internally, the new identity was well-received, fostering a sense of pride and alignment among military divisions, while the five-year roadmap ensures the brand remains relevant and responsive to evolving societal expectations.
