Before: We want to attract young, enthusiastic, strong males who seek action, even danger. By contrast, the first cover is low-key and somber. The Special Forces patch is stuck awkwardly in the middle of the subtitle, looking like a big frown.

After: Show people to themselves and you get a response, positive or negative. Let’s go for positive by showing what our young prospect hopes to be. The photo promises action, confidence, camaraderie and purpose. The young recruit says, “That’s ME!” The background is blurred, increasing the sense of motion, and the stripes at the bottom anchor it with stability, in patriotic colors. The Special Forces Seal replaces the “O” in the title.