Supporting America’s military and their families

Woman from the one hundred first Airborne Division hugging her daughter
Woman from the one hundred first Airborne Division hugging her daughter

The USO’s web presence was stuck in the past, and they needed a modern brand and website to demonstrate that the USO has evolved to meet the needs of the Iraq and Afghanistan generation. Threespot provided an updated brand identity, website infrastructure, and donation processing system to help USO staff consistently and efficiently connect service members and veterans with programs in their communities.

Website Redesign

Threespot’s redesigned, including new brand elements, serves as the jumping off point for all of the messaging work we have done with them to bring service members’ needs front-and-center.

Screenshots of USO website in a browser window and on a mobile phone

Resultsof Website Redesign

238% increase in email subscriptions

in one year.


The USO was struggling to explain its mission and its work, so we helped them visualize it. Threespot designed this infographic to tell the USO’s story in a rich but condensed format. This created a clear story of how donor support is reaching service members in their communities.

Collage of various USO posters and infographics

Information Architecture

Before Threespot created a unified information architecture for local USO branches, service members transferred to a new base were likely to find a local USO website that felt unfamiliar and hard to navigate. Threespot built an infrastructure makes it easy for affiliates without web developers to update their local pages while maintaining fidelity to the national USO brand.

Screenshots of USO’s “Find A Location” page
Screenshots of USO’s custom content management system

Message Campaign

Connecting service members and civilians is a core part of the USO’s mission, but their website wasn’t taking advantage of the power of the internet to connect people across time and space. Threespot built a tool that allows USO’s supporters to send their personal thanks and support to active duty service members.

Screenshot of the Be the Force Behind the Forces campaign website

Resultsof Message Campaign

1,455,017 messages sent to service members

within a one year period.


  • Brand strategy & architecture
  • Content & editorial strategy
  • Enterprise digital strategy
  • Online & offline campaign development
  • Organizational change mgmt.
  • Social media strategy & training
  • Workflow & staffing consultation
  • Information architecture
  • Content development
  • User interface design
  • Data visualization & infographics
  • CMS consultation
  • CMS integration & development
  • Application design & development
  • Mobile websites & applications
  • Software consultation
  • Web development
  • Quality assurance
  • Usability testing
  • Search engine optimization

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