Veterans Outdoor Fund
Healing veterans in the great outdoors
CHALLENGE
Create a compassionate re-brand for a veterans nonprofit. The brand should communicate the veterans are capable, not broken. The new brand should emphasize the importance of comradery in an outdoor setting.
OUTCOME
An updated brand where the logo, messaging, signage, website, and collateral create a unit of mutual support between employees, donors, participants and their families.
DELIVERABLES
Strategy
Messaging
Logo Design
Identity System Design
Website Design
Collateral Design
INDUSTRY
Non-Profit
KICK OFF
Veterans Outdoor Fund (VOF) was recommended to AW by another non-profit organization we had previously worked with. We initially met with the VOF board for a redesign of their website, but after discussing the needs of the new site we discovered an entire rebrand is was in order. The board was excited by the potential and couldn't wait to get started.
DEFINING THE BRAND
While participating in our discovery workshop, VOF told us many inspiring stories where participant veterans turned their lives around due to the human connections made through VOF programs and events.
Creating donor and participant profiles and brand attributes only confirmed how connections are integral to this brand.
NEW POSITION STATEMENT
Veteran's Outdoor Fund provides outdoor activities to patriotic participants in a compassionate environment with a relatable voice.
Helping them feel connected and restore their self-worth.
DESIGN
After the attributes, position, and voice of the brand were defined, we went about the work of creating the new logo and identity for Veterans Outdoor Fund. Our color theory work followed the brand attributes, reflecting tones of loyalty, safety, harmony, and nature. The final logo design focuses on a compass surrounded by stars which helps guide the way. The versatile logo is primarily shown in a patch frame to reference unit patches. Collateral design incorporates photography of group activities to reinforce the community impact of the brand.
LOGO SYSTEM
NEW BRAND VALUE PROPOSITION
The Veterans’ Outdoor Fund supports U.S. veterans struggling to adjust to civilian life and perform day-to-day functions through organized outdoor activities. The VOF’s guided hunting, fishing, hiking and outdoor activities provide veterans of all types, rank and ages with the mutual support of fellow soldiers in arms within a healing natural environment.
NEW BRAND PROMISE
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To nurture and restore our nations veterans.
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We serve all veterans, regardless of when they served, or the nature of their injury.
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We are one Unit made of veterans, their families, and our supporters. We are VOF.
COLLATERAL MATERIALS
When our charity organization hired Allen Wayne, their team went into action and never paused. The entire team listened to our needs and delivered a wonderful [brand and] website for Veterans Outdoor Fund. This is the most creative and easy to work with team that I have ever had the pleasure to work with directly. Top notch professionals for a great value!
Ashley Leigh
Treasurer of the Board
Veterans Outdoor Fund
