NOAA Corps
Employer Brand

Skills

Brand Audit
Branding & Logo design
Art Direction & Design

Awards

Dotcomm
MUSE
Davey
Anthem bronze
GDUSA 2024
MarCom

NOAA Corps, one of the nation’s eight uniformed services, plays a vital role in NOAA’s mission—operating research vessels, piloting hurricane-tracking aircraft, and responding to environmental emergencies. Despite offering unique career opportunities in marine and atmospheric sciences, NOAA Corps struggled to attract new recruits, compounded by low brand awareness and broader challenges in uniformed service recruitment. In October 2023, at Hatcher, I helped them to revamp their recruitment strategy through targeted branding, messaging, and digital marketing.

We took a data-driven approach, conducting audience research, refining NOAA Corps’ brand identity, and launching a strategic marketing campaign. The initiative positioned NOAA Corps as a unique intersection of scientific exploration and public service, emphasizing career impact, adventure, and benefits. By deploying digital ads, refining messaging, and leveraging multi-channel outreach, the campaign drove over 4.4 million impressions and 136,000 website visits, resulting in a significant increase in applications—ultimately doubling NOAA Corps’ recruitment goals.

Creative Direction: Reece Quiñones