Giving the Army a Visual Voice: The Team Behind the Brand

Photo By Victoria McAdoo | Pull up banners are counted, checked by quality control and prepared to be shipped out across the nation.  

FORT KNOX, KY, UNITED STATES

08.04.2023

Story by Victoria McAdoo 

U.S. Army Marketing and Engagement Brigade

FORT KNOX, Ky. – Matt Edlin and his team produce branding products for the Army that are shipped nationally and internationally, telling the Army’s story through creative imagery.

The Strategic Government Solutions (SGS) team brings Army concepts to life. Edlin, an Army vet spent 12 years as a Military Police Officer. Now, as he has done for the last 24 years, he is leading a team of twenty-one creative designers through a new Army branding era, from concept to creation.

“I enjoy making something out of nothing,” Edlin stated. Sometimes we get a blueprint or a picture for reference and sometimes we have the opportunity to be creative, as long as we follow the Army style guide.” These creative projects consist of banners, window clings, magnets, sandwich pull ups, posters banners, wall displays, plaques, stickers, life size cut outs, billboards and more. “Every branded item in every recruiting station across the nation starts here at Fort Knox.” Edlin added.

In addition to branding, SGS also produces specialty items. In 2017, they had the honor of creating a display for the Pentagon, depicting a timeline of marketing the Army. During the George W. Bush presidency, SGS designed holiday wrapping paper for the President. Other specialty items include Nascar car wraps, artwork for the Capitol, and Army branding signage at the Louisville International Airport. When asked about the importance of his job, Edlin stated, “Our job is to help tell the Army story through visual aid, and that’s important. Brigades, battalions, and recruiting stations are counting on us to bring the Army’s messaging to life.”

Once Edlin and his team solidify the concepts, the baton gets passed to the “creation” team. Madonna Russell, the longest serving member of this team for 21 years has run all the flatbed printers and serves as a teacher and mentor for the new members on the team. “I love what I do!” Russel stated. “The best part is when we get to not only see but install a finished product. Two weeks ago, we had the opportunity to install banners, window clings and posters on the building that houses the Army Parachute Team, at Fort Liberty in North Carolina. It came out amazing!” Russell is an expert on all three large flatbed printers used for banners, posters, billboards, and fathead clings. In addition to her recent venture at Fort Liberty, Russell also has completed installs at the Pentagon.

Jeanie Garrett has been with Russell’s team for the last two years and shares Russell’s sentiment about loving her job. “I do not have previous experience with these kinds of projects, it is all on the job training.” Garrett stated. Garrett is an illustrator, specializing in printing 15X20 foot banners. “We supply the entire nation and even international sites. It’s a big job but we always get it done. When I walk through the airport, I go hey I printed that! It’s an awesome feeling.”

Andrew Cox has been part of the creative team with Russell and Garrett for two months and is already impressed with the amount and quality of work produced. Like Garrett, Cox is learning the job as he goes along. Primarily producing banners, wielding, and acrylics. “It’s really a cool job. I enjoy it.” Cox stated.

With a large variety of products being requested, the workload is divided by project type. While Edlin and Russell’s team work on the printed materials and displays, the wood shop and laser printer team fulfill orders for awards, plaques, and large standing cutouts.

John Galvin has eleven years on the job and is an Exhibit 2 Specialist. “We create specialty items like cases for helmets, flag holders, and any other custom award. It’s the best job. I love it.” Galvin added. “We also do all the installs, designs, and fabrications for the interior of the trucks in the Mobile Exhibit Company.”

The final step before anything leaves the building is quality control. This three-person team ensures that all the products are to standard, per the Army style guide. The team checks and re-checks for any small errors that would distract from the high quality of work produced. “It is a labor of love. stated Heather Murray, a member of the quality control team. “We know they are proud of the work they create. Quality control ensures the products reflect their dedication and skill as well as the Army’s message.”

Although the entire production team works behind the scenes, their products are seen by millions. “As the battalion travels all over the nation, it gives you a sense of pride when you see the work created by your team in airports, recruiting stations and offices and buildings. They are an incredibly talented group of individuals, and we are fortunate to have them on the team.” stated Mission Support Battalion Command Sergeant Major, Darium Thomas. “I’m not sure many know that one shop, in Fort Knox, Kentucky supplies the force.”

The U.S. Army Mission Support Battalion produces branding and incentive products, conducts professional exhibits and recruiting outreach to generate leads and enhance activation.

For more information about the Mission Support Battalion, contact via call, text, or email Mission Support Battalion Public Affairs, 502-956-5998 or [e-mail]

• Date Taken: 08.04.2023
• Date Posted: 08.07.2023 08:57
• Story ID: 450741
• Location: FORT KNOX, KY, US