Vets 2 Success
Art Direction | Brand Development
Vets 2 Success is an up and coming nonprofit based out of Sarasota Florida that helps homeless veterans get back on their feet by putting a chef's knife in their hand and lighting a fire in their heart.
While the majority of our team unpacked the wants and needs of Vets 2 Success' upcoming advertising campaign, I got to work giving the brand a fresh coat of paint. While Bryan had done a commendable job giving his organization an easily recognizable badge, it lacked the same level of determination and focus that he was able to give to his apprentices.
Attempts were made to distill Bryan's ribbon logo down to its purest components but none were successful without completely stripping it of its character. The last thing we wanted to do was neuter a symbol that was intended to represent hope, foster dignity, and cultivate strength.
Our solution to the ribbon logo "SNAFU" was to create a different, yet familiar, military symbol: a badge. This new mark is comprised of 2 characters, the S and 2, and a more abstract double chevron 'V' across the top. The chevrons are an especially important feature as they represent growth, promotion, and forward progress.
Considering most of the brand's relationship to the culinary arts will be referenced in food and kitchen photography, the rest of the identity takes cues from military aesthetics. The muted color palette pays homage to uniforms and camouflaged garb. The rigid forms of DDC Hardware and Cast Iron Condensed are easy to imagine stamped into the side of sheet metal ammo cans or pots and pans.
Massive thanks to our incredible Ad 2 Tampa team, especially the Public Service squad. Including, but is not limited to, Kaitlyn Zeitler, Peter Iliopoulos, Morgan Baruth, Justin Brown, Krista Fisher, Billy Sangbusch, Kathryn Tromba, Nic Vasquez, and Irene Carrozza.
