The U.S. Navy embarked on an ambitious mission to attract 100,000 skilled individuals (10,000 annually for a decade) to build the next generation of submarines, a project deemed indispensable for national security. However, the perception of blue-collar jobs as undesirable, stemming from their historical association with harsh conditions and limited advancement opportunities, posed a significant obstacle to attracting the young talent needed. Recognizing this challenge, the Navy set out to reframe the narrative, highlighting the crucial role these craftsmen would play in safeguarding the nation and showcasing the diverse, rewarding, and technologically advanced nature of modern shipbuilding careers.

For young graduates, work wasn't just about a paycheck. They craved purpose, a sense of making a difference beyond the bottom line. Yet, traditional blue-collar careers, often painted as grimy and dead-end, seemed devoid of such fulfillment. Meanwhile, the specter of economic instability loomed large, making stability and long-term prospects paramount. Bridging this divide - proving that submarine manufacturing could offer both meaningful impact and a career runway - became our North Star.

Recognizing the disconnect between blue-collar jobs and meaningful careers, we spearheaded the re-design of buildsubmarines.com. This dynamic site doesn’t just inform; it engages aspiring talent, bridging the gap between purpose and practicality. It showcases the mission and illuminates the fulfilling careers where skilled individuals could directly contribute to national security while offering up a seamless user experience to keep users engaged.

From mood board to live site, we developed a distinct look and feel that feels modern and impactful with a library of bespoke iconography and components that could be utilized interchangeably across the site. We offer up interactive delight in every click by sprinkling the journey with unexpected discoveries and engaging interactions; turning browsing into a memorable experience. We championed both meaning and security through messaging, showcasing how this career path offers fulfilling impact and long-term career horizons.

Site Engagement: 1.8M site visits on the site. Job Placement Surge: Within 30 days of launch, over 20,000+ candidates actively sought job placement through our program, demonstrating incredible demand. Engaging Content: Users spent an average of over 3 minutes immersed in our platform, highlighting the captivating content and design. Low Bounce Rate: With a bounce rate under 15%, users clearly found what they were looking for and stayed engaged, a testament to the platform's effectiveness.