Nothing combines school spirit and military pride like a mascot—a totally shirtless, totally ripped cartoon tiger challenging you to take charge of your future. Meet the face of our campaign for Pearson VUE to inspire military personnel and their family members to take advantage of their on-base certification testing centers.

Specializing in training and certification, Pearson VUE is a division of international media company Pearson—a world-leader in education, business information and consumer publishing. Pearson VUE wanted to implement a web-based information hub and testing portal to not only inspire test registration, but help users find the right career path for themselves. Major goals included: develop a distinct, inspiring look and message that would live in promotional materials and across the website; educate military personnel about credentialing/career opportunities; increase testing in on-base Pearson VUE testing centers; and boost overall awareness.

Following in-depth audience research, ±salt developed a bold, distinct identity supercharged with military pride with iconic school spirit (the aforementioned tiger)—standing out from the largely drab and homogenous arena of military-focused websites. The site optimized intuitive usability, making it easy for the target audience to learn about certification options and to follow the tiger’s advice and “Take Charge” of their futures.