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West Point Civil & Mechanical Engineering
United States Military Academy
Duty, Honor, Country
How we helped
- Brand Clarity
- Recruit Engagement
- Visual Storytelling
- Military Service Recognition
An Education for the Real World
The United States Military Academy, known as West Point, is renowned for producing top-tier servicemen and women under its guiding principles of “Duty, Honor, Country.” At the heart of its innovation is the Department of Systems Engineering, a program that plays a critical role in teaching cadets to see the world through a systems-thinking lens. Unlike more specialized engineering disciplines, systems engineering is interdisciplinary, offering solutions that address complex, real-world challenges. To communicate this broader vision, West Point partnered with Advent to reimagine the department’s space, highlighting the idea that “everything is a system.”

One key challenge was helping cadets understand what systems engineering truly entails. Unlike other disciplines, its value isn’t always immediately visible, especially to cadets deciding on their majors. As Col. Morales noted, “We have a perceived or maybe a real identity problem where folks don’t understand what we are.” To bridge this gap, the M-4 rifle—a standard-issued weapon in the U.S. Army—became a perfect example of systems thinking in action. By focusing on the M-4 and the Department’s contributions to improving its components, the redesign emphasized how systems engineering enhances even the most essential military tools. The Department also showcased its rapid prototyping capabilities by creating a 3D-printed model of the M-4, making this abstract discipline more tangible.
The Challenge
- Clearly define the Department of Systems Engineering for cadets and other audiences, showcasing its value to both military and civilian sectors.
- Integrate systems thinking into West Point’s hands-on, mission-driven culture, helping stakeholders understand the practical applications of the discipline.
- Balance the interests of a wide range of stakeholders — from cadets and faculty to military leaders and corporate partners — while showcasing the department’s pride in developing future leaders.

The Process
- Engage in narratives that align with West Point’s storied tradition of excellence. These stories will focus on capstone projects, alumni successes, and real-world problem-solving to demonstrate how systems engineering empowers cadets to be effective leaders in the Army and beyond.
- Combine tradition with innovation to include sleek, modern elements that reflect the interdisciplinary and future-oriented nature of systems engineering, while honoring the Academy’s commitment to academic rigor and leadership development.
- Tailor experiences in the department tell the story of West Point’s values of leadership, service, collaboration, and the department’s ability to prepare cadets to excel in diverse, high-stakes environments.
The Solution
- By using the M-4 rifle and its various components, the design illustrates how systems engineers improve and maintain even the smallest details of a larger system, showing cadets how systems thinking applies to real-world military operations.
- A first-class space that embodies the department’s interdisciplinary approach, and positions systems engineering as a crucial discipline for cadets who want to make a meaningful impact, whether they serve 5 or 25 years.
- Improved storytelling in a modernized space that demonstrates leadership in solving complex, real-world problems. This showcases the Academy’s ongoing commitment to preparing cadets for success in both military and civilian spheres.
