Team RWB

Enriching the lives of veterans through physical fitness and community-building activities, Team RWB has been a great client and source of inspiration to work with over the years.

A brand refresh was recently undertaken to evolve their visual identity as they have continued to grow into a national presence and support line for veterans and their families. An extensive brand book was developed that included guidelines for everything from image treatment, typography, color usage, messaging, graphic elements, secondary/campaign brands, and more.

Services
Branding, Icon Design, Print

Creative Direction
Justin Ahrens, Susan Herda

Print and Web Design
Susan Herda

Copywriting
Kelly Reed

Print Production
O’Neil Printing

With a well-established following and recognizable brand with memorable core elements, it was imperative to transform the Team RWB look and feel into a lasting, dynamic, and contemporary visual system while maintaining this brand equity.

Iconography
Throughout the years, Team RWB has grown to a truly national organization with chapters all over the country. To maintain a consistent brand voice, a tiered icon library was designed that the different chapters could use within their communication pieces. This was broken down into three tiers, separated by, core ethos, broad umbrella topics, and specific activities. With such a large audience that varied in age and ability, and with the uncertainty of how these would be applied by the various chapters, it was important to design these icons to be flexible enough that they were legible and could be understood quickly in print or digital application, large or small.

The evolution of the brand and flexible, visual language could then be applied to a variety of print and digital materials.