Rachel Barth

COMPELLING

& COHESIVE

From social strategy to event branding and editorial design, I create work that unites vision, voice, and impact.

NEW BRAND LAUNCH

Led the marketing and communications strategy for the Military Officers Association’s first national conference, overseeing the full brand launch from concept through execution. Directed cross-functional teams across creative, marketing, digital, and external partners to deliver an integrated brand experience spanning website, paid media, social, email, media outreach, on-site signage, and an exhibit-hall floor activation. Ensured alignment across every touchpoint to establish a cohesive, people-first brand platform: totalforceplus.org.

Launched and led MOAA’s first TikTok channel as part of a broader digital modernization strategy. Personally developed and produced a high-volume, short-form video pipeline in the months leading up to and during the conference, delivering daily, real-time event coverage across platforms — often publishing multiple videos per day. In the first month, 44 posts generated 1,176 likes and 20,000 boosted views, demonstrating measurable engagement beyond the existing follower base and validating expansion into social-first storytelling.

Drove a strategic shift from traditional long-form production to agile, platform-native content models, integrating trend-driven creative, kinetic typography, and rapid content deployment to increase reach, relevance, and audience growth.

Partnered with the team to translate their desire to reflect Kintsugi, the art of mending with gold, into a brand mark that symbolizes strength, repair, and renewal. The accompanying social media video introduced the team behind the work, reinforcing the human connection at the heart of the concept. This identity was deployed across digital and social platforms, providing a cohesive and scalable brand system for ongoing use.

Led a redesign of Military Officer magazine, reducing page count to counter rising printing costs while maintaining quality through a sharper focus on core content — member stories, association updates and advocacy news. The new design introduced flexible department templates, dynamic typography and large photo display to elevate visual impact. It also builds in more opportunities to drive people online and to social media. Above is a sample issue.

A creative video that embodies my approach to brand storytelling — blending emotion, empathy, and purpose to make every piece of media meaningful.

Developed and designed two signature content franchises that anchor the magazine’s editorial calendar. Changemakers is an annual, cross-platform initiative highlighting member impact across print, digital, and social — building brand affinity and visibility. The below feature celebrating service milestones transforms routine recognition into a dynamic engagement opportunity.

Developed and designed two signature content franchises that anchor the magazine’s editorial calendar. Changemakers is an annual, cross-platform initiative highlighting member impact across print, digital, and social — building brand affinity and visibility. The feature below celebrating service milestones transforms routine recognition into a dynamic engagement opportunity.