Case Study

VETERANS FOR PUBLIC LANDS

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BRAND IDENTITY + STRATEGY

VFPL brand book: rafters in a canyon under the line "Be real. Know the country. Throw yourself at it."
VFPL brand book: "A Brand is a Story that's always being told."
VFPL brand book: mission statement
VFPL brand book: vision statement
VFPL brand book: positioning statement
VFPL brand book: primary Veterans for Public Lands logo on light and dark
VFPL brand book: logo color variations
VFPL brand book: VFPL secondary wordmark
VFPL brand book: circular social marks and highlight icons
VFPL brand book: event badges, including Browns Canyon
VFPL brand book: event collateral, welcome packet and postcards
VFPL brand book: event capsule merch collection
VFPL brand book: color palette drawn from public lands
VFPL brand book: typography
VFPL brand book: website on mobile
VFPL brand book: environmental signage and billboards

CHAPPY

Chappy in a trucker cap looking out over the desert
Chappy in a chest rig standing in desert brush
Chappy sitting on a rock beside a woman, overlooking the desert
Chappy smiling among desert plants
Close-up of a tactical chest rig with a knife and patches
Chappy seen from behind wearing a patched backpack

NICK

Nick in a cap holding a surfboard on the coast
Nick smiling in a cap by the ocean
Nick surfing a wave
Nick in a wetsuit waxing a surfboard on the beach
Nick in a wetsuit holding a surfboard, looking out to sea
Pouring coffee from a camp stove on a rocky beach

JONAS

Portrait of Jonas by a river
Jonas casting a fishing rod from a rocky riverbank
Military patches, medals and photos laid out on a table
Hands holding a shell of smoking sage
Jonas sitting on a log beside a river
Jonas holding burning sage, a beaded tassel necklace at his chest

SUMMARY

SERVICES

/BRAND STRATEGY
/BRAND DIRECTION
/LAUNCH

/PRODUCTION

KEY TAKEAWAYS

Vision-led. Detail-obsessed. Always on.

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Let’s make cool sh*t.

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