Human resource management is a complex challenge—especially when your workforce is spread across the country, unfamiliar with your office or services, and the ability to recruit, develop, and retain top talent is vital to the success of a mission as critical as that of the United States Naval Air Systems Command (NAVAIR).
That’s where Human Capital Management (HCM), the centralized HR office for NAVAIR’s civilian workforce, plays a pivotal role. To raise awareness of their services, unify internal efforts, and strengthen their connection to the workforce, HCM needed a brand strategy that clearly communicated their purpose and value.
MarCom Group led the initiative by gathering insights through interviews, focus groups, and collaborative workshops with HCM team members and stakeholders. This inclusive approach ensured that the new brand would authentically reflect the experiences, culture, and aspirations of those it represented. The final brand system included a bold new visual identity, a refined messaging platform, and the tagline: “People Focused, Mission Driven.” That message captures HCM’s dual role—prioritizing the people who power NAVAIR while advancing the organization’s broader mission. Even the jet featured in the logo reinforces the connection between service and support.
Beyond messaging, MarCom Group developed comprehensive guidance documents, customizable templates, and launch tools to help the HCM team roll out and manage the brand consistently across internal platforms.
Results
The rebrand delivered more than just a new look—it reshaped how HCM is perceived and how the team sees itself. Once viewed as a reactive support office, HCM is now recognized as a proactive, solutions-oriented partner focused on empowering the civilian workforce and supporting career growth at every stage of the employee journey.
Internally, the branding process fostered greater unity, pride, and ownership. Because it was developed collaboratively, the final brand was widely embraced and quickly integrated into daily operations.
One senior HCM leader noted that the brand’s presence is already having a visible impact across the organization:
“Trust me when I say the workforce knows who we are! They have been using our new branded materials for all matters related to recent executive orders. They are seeing our brand all over the site.”
Today, the HCM team is actively applying the new brand to handbooks, SOPs, signage, and more, while preparing for a broader internal communications campaign to expand its reach. With a clear identity and purposeful messaging, HCM is fully equipped to support NAVAIR’s most valuable asset: its people.
