Matteo Gullà
Creative Director
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TodaysMilitaryMissionCover.jpg

Today's Military

Today's Military lets visitors examine military service holistically across all six branches — on duty and off. The ask was a site dense with information that never felt overwhelming, built to guide two very different audiences: young people weighing a career, and the parents, educators, and influencers helping them decide.

ROLE: Creative & Design Director

YEAR: 2021-2022

DISCIPLINE:

Today's Military 

web design UX strategy Content strategy SEO strategy motion design

CLIENT: Today's Military (U.S. Department of Defense)

THE ASK:


Today's Military needed to cover a lot of ground — six service branches, dozens of career paths, the realities of life in and out of uniform — without turning the site into a wall of text. The goal was a digital experience that felt exhaustive to the people who needed depth, and approachable to everyone else.

THE RESULTS:

513K Increase in Total Page Visits

77.9K Link-Offs Driving to Different Services

1:06 Average Time on Page

(inclusive of all site traffic)

 

SEO ENHANCEMENTS:

I integrated current news and blog-style content directly into the site, keeping it timely instead of static. That immediacy did double duty: it elevated the reputation of the Military as a modern, engaged organization, and it gave the site's SEO performance a real lift — more relevant, more current, more findable.

 

MOTION IN UX DESIGN:

Subtle, purposeful animation carried the state-changes and navigation — small moments that signaled "there's more here" without shouting it. The goal wasn't decoration; it was encouraging exploration, one scroll and rollover at a time.

 

RESEARCH & EXPLORATION:

Not every visitor arrives ready to commit — many are "scanners," gathering information before they decide anything. I designed for that audience directly: digestible formats, and downloadable resources built for educators guiding students through the decision.

 

MY ROLE:

I led the creative and design direction for Today's Military end to end — content strategy, UX, motion, and the SEO approach that tied it together. I directed the work across a dense, multi-branch information architecture and shaped how it translated into a site people actually explored.