Building a Brand MovementLessons from the United States Digital Service

DAVID KAUFMAN // U.S. DIGITAL SERVICE // SEPTEMBER 2016

Build a tradition of public service in Silicon Valley that encourages top technologists to serve their country through time-limited tours of duty.

The Movement

A movement requires: 1 Communicating a mission-focused narrative2 Authenticity in voice

LESSONS FROM USDS

Mission Focused Narrative

“Why” Before “What”

Why

How

What buy a flight to San Francisco. We offer beverage service and early boarding for only $15.

“Why” Before “What”

Why

How

What

We believe the status-quo isn’t good enough. We believe flying can actually be good again.

Our planes are brand new, our service is top-notch, and our innovative amenities are re-inventing air-travel.

Ready to buy a flight to san Francisco?

In Practice

Your skills can help students trying to go to college, single mothers trying to get health care, and Veterans coming home from battle. Ready for your tour of duty?

Your code.Your design. Your country.

Join the U.S. Digital Service

Join the U.S. Digital Service today. The United States government has a shortage of technical talent, and we’re hiring engineers, designers, and product managers to fill this gap and work on a variety of interesting projects.

Apply now.

Authenticity in voice

Authenticity in voice

Find your voice

patriotic

humanclever

straightforward

inspiring

clearserious

analytical educational

clearapproachable

Find your voice

patriotic

humanclever

straightforward

inspiring

clearserious

analytical educational

clear approachable

A recent transplant from San Francisco who moved to D.C. because of a patriotic calling. She dresses a little bit differently than the rest of the city, and while she’s settling in, she feels a little lost in her new industry.

New lookNew URL

Same mission

Visit usds.gov, now with 100% more

USA.

Find your voice

Boring Sentence Not Like This Or This… Write Like This

visit usds.gov, our new website

Our new online home—usds.gov—

outlines how our best practices in

agile development and procurement are changing the

culture inside EOP

visit usds.gov, the best damn thing you’ll see

all day

Summary

A movement requires: 1 Communicating a mission-focused narrative2 Authenticity in voice

LESSONS FROM USDS

“No problem of human destiny is beyond human beings”

- JFK

Thank you.dkaufman@omb.eop.gov