Masterfully – San Luis Obispo

For a brand that has served a specific niche for over three decades, venturing into unfamiliar territory is usually not undertaken without considerable planning. McMillan Study Guides has helped train over 1.5 million members of the U.S. Air Force, helping them pass the tests needed to increase both rank and responsibilities. It’s an extraordinary success story for this family-owned company; a treasured source of pride and profits. They called on EMPATH to help them prepare their tried-and-true training platform for use in corporate America. EMPATH helped to identity their strengths and opportunities, and strategized a plan to craft a new brand and website to help announce their platform to prospects outside the Air Force.

“Military tested, now released for corporate use.”


Developed a business strategy, designed a new brand identity and website for a legacy brand looking to innovate.

  • Brand Design and Identity Development—including a full suite of the essential graphic assets and standards needed for effective and cohesive marketing.
  • Website Design—including UX, UI, and full prototype wireframes.
  • Creative direction, art direction, copywriting, product visualization.

Uncover your brand innovation

The marketing world is rich in data, analytics, and technology. But to get the real benefit of that wealth of information, you need something entirely human—that rare quality called empathy. Because the real goal isn’t just to see your brand, marketing, and operational opportunities. It’s feeling the full scope of what’s possible. Ready for EMPATH?

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