US Coast Guard Academy
Miranda Creative has been honored to develop a longstanding relationship with the United States Coast Guard Academy and its Alumni Association as it prepares young men and women for essential duties in service of the nation.
Miranda Creative has partnered with the U.S. Coast Guard Academy Alumni Association on numerous projects, including design work, content, ongoing branding, other materials related to their annual reports, membership drives, and fundraising appeals. By taking the time to learn more about the Association’s values, we consistently deliver results that achieve its vision — often incorporating the theme of the “Long Blue Line,” a term the Association uses to reference all alumni of the institution and the bonds created as a result of their common academy experience and values.
Our notable projects over the last 10 years have included:
$30 Million Capital Campaign ‘All Present’: Miranda Creative supported the Association’s first ever comprehensive capital campaign ‘All Present’ to raise $30 million to “support the Corps, Academy and the Coast Guard.” Through services that included consultation, copywriting, and art design, we created a vibrant campaign that ensured effective donor engagement and a significant return on investment.
Case for Support Fundraising: Our team partnered with a videographer to create engaging content to include a campaign kick off video, and targeted videos that highlighted the impact and need of several high profile projects, such as the Otto Graham Hall of Excellence, the Cadet Strength & Conditioning Center, the Loy Institute for Leadership, and more. Each video captured the impact of this campaign on the community through emotional storytelling and thoughtful interviews. The videos can be viewed here.
Branding: In addition to the overall campaign brand development, Miranda Creative also created the marks for a particular element of the campaign, the Otto Graham Hall of Athletic Excellence and the Academy’s Athletic Hall of Fame, which were revitalized as part of the comprehensive campaign. These brands stand strong today as a testament to the rich history of Coast Guard Athletics.
Bear Athletics Fund Rebrand: Miranda Creative completed a rebrand of the Bear Club, the athletics fundraising program at the Alumni Association that supports cadet athletes at the Academy. To better reflect the critical need filled by this program, the new name — Bears Athletics Fund — and updated logo put more emphasis on how gifts to this group are open to all and support the Academy’s outstanding athletic programs.
Eclipse Legacy Coalition branding: We were contracted by the U.S. Coast Guard Academy Alumni Association to develop a brand for the Eclipse Legacy Fund, which supports the recruitment and retention of underrepresented minorities at the Academy. This ultimately led to the development of an umbrella brand, the Eclipse Legacy Coalition, to better reflect this vision.
Maritime Center of Excellence: When the Academy’s Alumni Association began work on the Maritime Center for Excellence, a new waterfront building to support its leadership and educational initiatives, Miranda Creative assisted by creating its logo and promotional materials. To celebrate the Center’s grand opening, we designed the “Captain’s Log” — a handsome leatherbound journal describing the building, its features, and its role in enhancing the Academy. The logbook paid tribute to the Coast Guard’s many maritime duties while also providing a practical memento of this groundbreaking development.
Alumni and Parents Association logos: We refreshed and modernized the logos for both the Alumni Association and the Parents Association, a volunteer group supporting cadets and the Academy, to help drive awareness and participation in this important group. The revised Alumni brand utilizes elements of the Alumni Center building, accentuating the solid influence of the Association over the years.
Wrestling Wall: Following the success of the Leamy Hall mural wall, Miranda Creative was asked to complete a similar project to celebrate the Academy’s wrestling program. The striking display showcases the program’s successes over the years, connecting them to the Coast Guard’s broader leadership goals and providing a source of inspiration for new cadets.
CGA Today Brand: Following a successful refresh of the Alumni Association’s main brand and marks, Miranda Creative tackled the development of the brand to elevate the organization’s critical unrestricted fundraising program. Thoughtfully considering how unrestricted dollars provide flexibility and versatility to the Association’s operations, we created a brand that captures the broad impact that this fund has, reflecting its three distinct impacts on the Academy, the Alumni and the Association by using a cubed denominator.
MCoE Murals: Our latest collaboration brings us back to the Maritime Center of Excellence, where we are currently developing two murals that reflect the maritime heritage of the Coast Guard and the Academy’s role in perpetuating the service’s maritime tradition since 1790.
From the ‘All Present’ capital campaign to the Eclipse Legacy Coalition and beyond, Miranda consistently brings creativity, strategy, and genuine understanding of our mission.
Project with the USCGA:
Coast Guard Band Installation: The Academy worked with us on the development of a mural wall at Leamy Hall to celebrate the history and accomplishments of the Coast Guard Band. Through pull quotes, displays, and engaging graphics, we designed an inspirational display that celebrates this unique aspect of the Academy.
Miranda Creative has taken extra care to truly understand and convey the pride the Academy’s alumni, faculty, and staff have for this institution. We know that when our audience features individuals who have held themselves to the highest standards, our marketing needs to be thoughtful and passionate in order to deliver the most creative, effective, and appropriate results.
We’ve exceeded fundraising goals, modernized the identity, and honored the values of the Long Blue Line, strengthening both mission and community.
One key factor that has strengthened this relationship is our strategy of approaching each project as if it is the first one we are undertaking for the Academy. We take the time to hold initial meetings and debriefings to ensure clarity on goals, timelines, and other important issues, ensuring that both partners hold true to the Coast Guard’s motto of Semper Paratus — always ready. “We would not have been as successful in meeting our mission without the partnership with Miranda Creative. They are the first person we go to when we need assistance with branding, any creative endeavor, really. Our partnership came at a critical point for the association, when we needed help fundraising for our largest goal to date. We have hit the mark every time and quadrupled our funds raised over these last ten years. That success opened the floodgates for continued success and we have Miranda Creative to thank for that.” – Tara King Clark, Vice President of Communications & Marketing
Marketing methodologies have evolved rapidly over the course of this 10+ year relationship. The Academy has been a dynamic and considerate partner, embracing new resources such as video and animation options while balancing them with traditional methodologies. This has allowed us to successfully create trusted brands while also updating our deliverables to meet changing expectations.
We know that the Academy and Alumni Association must take the same level of pride in our work as the Miranda Creative team. We have measured our success in their ongoing trust in our agency, the awards this work has received through the unbiased judgment of our peers, and the completion of initiatives that improve the overall experience of Academy cadets and alumni.