Rebrand from warfare to recruiting for a better world, personalised per visitor
We redesigned Airforce.com to shift the story from war to recruiting for a better world. Long before AI became a household name, we were already laying its groundwork. A taxonomy tagged every story, role and visitor signal, and a guided career finder asked each visitor tailored questions and shaped the site around the answers. Customised forms and simulations let people explore careers that suited them, while emotional stories and employee narratives deepened the connection. Structured content, adaptive logic and a modular design system run by 24/7 teams: the same building blocks AI personalisation runs on today.
The U.S. Air Force seeks to rebrand its image from a military force to a recruitment brand attracting individuals committed to global safety.
Taxonomic personalisation per visitor
Guided career finder
Autonomous design system, 24/7 teams
Personalization rate of 72%
A 20% increase in overall user engagement
