Brand Refresh - The Mission Continues
1. The Challenge
The Mission Continues, a respected veteran service organization, was facing a critical challenge: a growing disconnect between its brand identity and its target audiences. The existing visual language was not resonating with the new generation of post-9/11 veterans, who represent a different demographic and have distinct needs from the older, pre-9/11 veteran community.
The brand needed to evolve to attract and engage this younger audience while still honoring its established base. The mission was two-fold: to create a cohesive brand that felt modern and relevant to a younger demographic, while also establishing a clear visual distinction between programs and outreach for both veteran communities.
2. My Role & The Execution
My role was to serve as the creative lead for the internal execution of the brand refresh. I was the bridge between the strategic vision of the external agency, Go Do Good (https://godogoodtogether.com/), and our organization's tactical needs, focusing on bringing the new brand guidelines to life across all collateral.
My process involved a multi-step approach:
Translating the Brand Guidelines: Taking the new brand guidelines (logo, color palette, typography, etc.), I translated them into a complete library of new design templates. A key part of this was developing a system that could visually differentiate our outreach efforts, using specific design elements for communications aimed at post-9/11 veterans versus those for the older audience.
Cross-functional Collaboration: I collaborated closely with the marketing, fundraising, and programs teams to ensure that the new designs met their specific needs. I also provided training to internal stakeholders on how to use the new brand assets and templates to target specific audiences with precision.
Hands-on Production: I personally designed and developed a wide range of new collateral, from print materials to digital assets, ensuring every piece was on-brand and tailored to its intended audience.
3. The Solution & Deliverables
Through this process, I successfully launched a unified visual brand identity across all of The Mission Continues' platforms. My key deliverables included:
Print Collateral: Redesigned brochures, fact sheets, event invitations, and fundraising packets.
Digital Assets: A complete set of social media templates (for Facebook, Instagram, LinkedIn), email marketing templates, and a refreshed website UI design.
Brand System: Created a library of flexible and scalable design templates, which empowered the team to create new content efficiently while maintaining brand consistency.
Internal Resources: Developed a comprehensive brand style guide and asset library for internal use, serving as the central source of truth for all brand materials.
4. The Results
The successful execution of the brand refresh resulted in a cohesive and professional visual identity that now accurately reflects The Mission Continues' impactful work. More importantly, the new visual strategy effectively solved our core business challenge. The new system I developed for collateral allowed the organization to better segment its communications, successfully attracting and engaging the younger post-9/11 veteran demographic while maintaining a strong connection with its established base. This project not only solidified the organization's brand presence but also empowered its teams with the tools they needed to communicate their mission more effectively and with greater strategic intent.
Annual Report - View the entire document at https://online.fliphtml5.com/rlkxz/cotr/.
View the entire MLK Campaign report at https://online.fliphtml5.com/rlkxz/ehjs/
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