VetCenter
Vet Centers are community-based counseling centers that provide a broad range of services to help combat veterans and their families make a satisfying transition to civilian life after military service. These invaluable resources offer professional counseling, outreach programs, and referrals tailored to address the unique challenges faced by those who have served our nation.
Task
Our task was to develop a comprehensive brand strategy, visual identity, and content approach to elevate Vet Centers' crucial work through increased awareness, enhanced engagement, and targeted support for veterans in need.
Our mission was to elevate Vet Centers’ crucial work through a cohesive, research-driven brand strategy and marketing campaign. We aimed to create a powerful brand identity that resonates with veterans, raise awareness of available services, reach those in need of support, and enhance resources for veterans struggling with post-military transition. With a focus on key demographics like younger veterans facing significant challenges, we developed a revitalized brand along with targeted promotional materials grounded in extensive research.
Highlights
Officials at the Readjustment Counseling Service (RCS), which oversees Vet Centers, highlighted a critical issue: a significant lack of awareness about Vet Centers and their services among veterans, active-duty service members, and even staff at VA medical facilities. Our research underscored this problem:
This awareness gap meant many of those grappling with the difficulties of transition were not receiving the support they needed and deserved. Our challenge was to increase awareness and shift perceptions about Vet Centers through an authentic, patriotic brand revamp that truly speaks to the veteran community.
Our strategy centered around a comprehensive rebranding initiative driven by research to increase awareness of Vet Center services, especially among younger veterans who often face the greatest readjustment challenges. These changes aim to make the content more engaging, informative, and impactful.
Our concept development focused on creating a brand identity that veterans would instantly recognize as their own. The revamped logo and visuals preserve symbols of honor and service while embracing a modern, empathetic aesthetic. This dual approach ensures that every touchpoint, from a social media post to a counseling center’s interior, conveys: “We understand your experiences, and we’re here to support you.”
These core values guided all aspects of the design process, from the military-themed typogaphic logo treatment symbolizing both protection and community, to our color palette balancing strength with trust and approachability.
Rather than creating disconnected brands and campaigns, our mission is to deeply immerse ourselves in our clients’ worlds. Through empathy and collaboration, we develop authentic identities and narratives that forge lasting connections between organizations and their audiences.
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vc_com_set-flyer_001
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Mental Health Set - Flyer/Poster
VetCenter - Mental Health
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Crafting an identity for veterans required more than design skills—it demanded deep empathy. Through focus groups, interviews, and collaboration with veteran organizations, we immersed ourselves in the military community’s needs and values.
The resulting brand identity is contemporary yet respectful, balancing a sense of strength with accessibility. Bold colors like navy (loyalty) and red (courage) are balanced with calming blues (trust).
RAL 6035
NCS 2730-Y64R
Loyalty, stability, and the depth of military service.
RAL 6035
NCS 2730-Y64R
RAL 6035
NCS 2730-Y64R
RAL 3055
NCS 2945-Y74F
Typography choices reinforce the message.
Loyalty, stability, and the depth of military service.
Loyalty, stability, and the depth of military service.
Loyalty, stability, and the depth of military service.
RAL 6035
NCS 2730-Y64R
RAL 3055
NCS 2945-Y74F
Typography choices reinforce the message.
Sturdy and timeless, reflecting resilience.
Primary Typeface
Rockwell
Usage
Headings
Aa
Clean and direct, mirroring clear communication.
Secondary Typeface
Realist
Usage
Sub-headlines
Highly readable, ensuring information is accessible.
Tertiary Typeface
Roboto
Usage
Text/Paragraphs
Every element, from iconography to taglines, was chosen to resonate with veterans’ experiences and foster a sense of belonging.
Our photography captures authentic moments of veterans supporting each other, reflecting our core values of empathy and perseverance. Images range from quiet moments of reflection to vibrant community events, showcasing the full spectrum of the veteran experience. Each photo tells a story of strength, resilience, and the unbreakable bonds formed through service.
Management
Melanie C.
Creative Director
Shakir Babb
Art Director
Kaveh R.
Video Director
Design
Ben P.
Graphic Designer
Jane P.
Creative Designer
Desmond J.
Creative Designer
Motion & Video
Robert H.
Motion Designer
Sean M.
Video Producer
x1 Platinum Award
x1 Gold Award
x1 Honorable Mention
x3 Platinum Award
x2 Gold Award