Case Study: United States Space Force defines weapons system naming conventions with A-G Associates

United States Space Force finalizes naming conventions in 3 weeks with A-G Associates

The United States Space Force, a new military branch established in 2019, faced the challenge of defining its identity and establishing weapons system naming conventions that would authentically reflect its mission and culture. The Secretary of the Air Force Office of Public Affairs engaged vendor A-G Associates, which utilized its research and strategic communications services, to capture authentic Guardian perspectives and provide data-driven insights for senior leaders.

A-G Associates conducted in-person focus groups at multiple installations to gather diverse feedback. The vendor delivered rapid, research-informed analysis that directly led to the official unveiling of new naming conventions, such as Sentinels for Missile Warning and Ghosts for Space Domain Awareness. This provided a foundational element for Space Force identity, reinforcing mission clarity and internal cohesion across the force.

United States Space Force