How Research-Driven Strategy Helped to Define Identity for America’s Newest Military Service

The U.S. Space Force, the nation’s newest military branch, was established in 2019 to protect U.S. and allied interests in the space domain—a mission that demands technical excellence, operational clarity, and a distinct warfighting culture. As the service matured, senior leaders recognized the importance of Guardian input as the basis for its identity formation and cultural foundations.

The Secretary of the Air Force Office of Public Affairs (SAF/PA)—the principal communications advisor to the Secretary of the Air Force, Chief of Staff of the Air Force, and Chief of Space Operations (CSO)—plays a critical role in shaping how the Department of the Air Force (DAF), which houses the Space Force, communicates that identity internally and externally. SAF/PA required research-driven insight to ensure Space Force weapons systems naming conventions authentically reflected the mission purpose, culture, and values of the Guardian community.

To support this high-visibility initiative, SAF/PA engaged A-G Associates, in partnership with Fors Marsh, to deliver rigorous research, analysis, and strategic communications support capable of informing senior leader decision-making at the highest levels of the Department.

The Challenge: Building Culture and Meaning Through Language

As the Space Force emerged as an independent service, Chief of Space Operations General Chance Saltzman emphasized the importance of linking systems directly to Guardian identity, describing the Space Force as a “highly technical service” whose culture is defined by its capabilities as much as its people.

The challenge was multifaceted:

• Develop weapons system naming conventions that reflected mission areas, warfighting purpose, and cultural identity
• Ensure internal resonance and Guardian buy-in across a diverse, distributed force
• Balance tradition, innovation, and operational clarity for a technically complex service
• Deliver insights on an accelerated timeline to support senior leader decisions tied to a public announcement

This effort required more than creative naming—it demanded culturally informed, defensible research that could withstand senior scrutiny and shape institutional identity for decades to come. SAF/PA needed a partner with deep expertise in military culture, qualitative research, human subjects compliance, and executive-level communications.

Our Approach: Guardian-Centered, Research-Driven Strategy

A-G Associates delivered end-to-end research and analysis support designed to capture authentic Guardian perspectives and translate them into actionable insights for senior leaders.

A-G’s approach included:

• Research design and methodology development tailored to Service-specific culture
• Participant sampling across Space Force installations nationwide
• Human subjects research compliance and documentation
• Data collection protocol development
• Quantitative, qualitative, and thematic analysis to meet leadership decision timelines
• Executive-level reporting and briefings crafted for senior Air Force and Space Force leaders

By conducting in-person focus groups at Space Force installations across the country, A-G ensured broad representation and candid feedback, mirroring the Space Force’s commitment to Guardian-driven decision-making. Discussions explored how language, symbolism, and naming conventions reinforce warfighting identity, mission clarity, and pride of service—critical components for a new military branch defining itself on the global stage.

What made A-G’s solution unique was the integration of cultural fluency and methodological rigor—ensuring that insights were not only analytically sound but also deeply aligned with Service values and operational realities.

“We collect and analyze immense volumes of data, but the real value comes from how we synthesize it and translate complex, nuanced insights into clear, actionable guidance that senior leaders can trust to make decisions and shape policy,” stated Kayleigh Bealer, Associate Vice President of Research, Data, and Evaluation at A-G Associates. She also emphasized, “our approach is intentionally tailored to each client’s unique mission, culture, and operating environment, ensuring the data doesn’t just inform leadership, but meaningfully advances outcomes.”

The Results: Defining Space Force Weapons System Identity

A-G delivered rapid, insight-rich analysis that directly informed senior leader decision-making and enabled the Space Force to move confidently toward finalizing its weapons system naming conventions. In just three weeks, the A-G team conducted 15 in-person focus groups across Space Force installations throughout the continental United States, capturing diverse Guardian perspectives at scale. Within an additional six weeks, the team delivered insight-rich analysis that directly informed senior leader decisions and enabled the Space Force to move confidently toward finalizing naming conventions.

On December 11, 2025, at the Space Force Association’s Spacepower Conference, the U.S. Space Force officially unveiled its weapons system naming conventions—marking a milestone in the service’s cultural and institutional development.

The research-informed naming conventions included the following, which the U.S. Space Force revealed with the video below:

Video courtesy of U.S. Space Force

These naming conventions now serve as a foundational element of Space Force identity—reinforcing mission clarity, warfighting ethos, and internal cohesion while providing a shared language for Guardians and leaders alike.

By grounding high-visibility policy decisions in Guardian-driven insights, A-G helped the Space Force define how it speaks about its capabilities, reinforces its warfighting identity, and builds cohesion across a technically advanced force.

Ready to define your mission, culture, or communications strategy with confidence? A-G is ready to help.