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The Grid create simple and beautifully crafted solutions to marketing challenges and help Brands tell their stories in compelling and memorable ways...We are a design studio, an ad agency and a creative production network. Whether it’s branding, digital or moving image our communications are always expertly constructed from insight, research and strategic thinking...We build a relationship and a bond with our clients that are maintained by trust, commitment and hard work. Our aim is always to become the team you want to spend time with and create work together that is successful and we are all proud of.

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Civitta

The Lithuanian Armed Forces (LAF) aimed to reshape its public image to boost recruitment, build trust, and strengthen national pride. Although recognized for its modern capabilities and respected among defense professionals, the LAF faced lingering outdated perceptions. Many people associated it with mandatory conscription, or “guns and shooting in the woods”, rather than diverse career opportunities, making it harder to connect with a broader audience, especially younger generations.To tackle these challenges, the LAF collaborated with Civitta to create a comprehensive branding strategy and a refreshed visual identity, blending traditional values with modern aspirations. The goal was to build trust and showcase the LAF as a respected institution offering meaningful and diverse career paths for Lithuania’s future leaders.The Essence of the ProjectThe project centered on reshaping the LAF’s image through three key stages:In-Depth Public Perception Research: Civitta conducted focus groups with individuals closely connected to the military and civilians. The research revealed a divide in perceptions—while people closely connected to the military valued the LAF’s patriotism and discipline, the civilians sought narratives of personal growth, professional opportunities, and inclusivity.Strategic Branding Development: A dual-axis strategy was created to emphasize both collective strength and individual stories. Messaging was carefully crafted to resonate with diverse audiences, ensuring authenticity while addressing public misconceptions.Modern Visual Identity Design: Civitta designed a cohesive and scalable visual framework that aligned 40 battalions under one unified identity. The new design showcased cutting-edge technology, the professionalism of the armed forces, and a connection to Lithuania’s cultural heritage.Services provided<ul><li>Public Perception Analysis: Conducted focus groups to uncover key insights about LAF’s image, uncovering public expectations and barriers to engagement.</li><li>Brand Strategy Development: Created a dual-focus branding strategy to bridge the gap between traditional values and modern storytelling.</li><li>Unified Visual Identity Design: Developed a consistent visual branding system, including logos, templates, and style guides, to ensure uniformity across all LAF divisions.</li><li>Long-Term Communication Roadmap: Provided a five-year strategic plan for ongoing branding improvements and public communication.</li><li>Collaboration, Training and Consulting: Delivered templates and guidelines for internal teams, enabling LAF to maintain and evolve its brand independently while offering ongoing consulting support to help keep the visual identity consistent.</li></ul>

Lithuanian Armed Forces

Selected

Selected is a full-service digital agency focused on design, technology, and strategy. The website was created to reflect our modern, detail-driven identity while showcasing our services and portfolio. With a clean, intuitive design, it serves as both a hub for clients and a statement of our expertise in creating impactful digital experiences.

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