THE BACKSTORY
In 2011, the Department of Veterans Affairs (partnering with the US Paralympic Team) launched a campaign to inform Veterans with disabilities about the benefits of adaptive sports, provide them with training and educational resources, and motivate them to get involved.
My job as art director and lead designer was to come up with an inspiring concept that established a memorable and unique look for the adaptive sports program office. While adhering to the VA style guide. Which meant only VA colors and a choice of two fonts. And of course, the deadline and budget was incredibly tight.
Building on Jennifer Hill's Strength Redefined tagline, I created a look that maximized visual impact and design flexibility by using the VA brand colors and fonts to create a stark, spacious look , relying heavily on inspirational photography and minimal copy. I and designer Shawn Moriarty combed through 10,000+ photos to find the perfect military/athletic pairs (some of them heavily modified in Photoshop). I pitched the concepts to Veterans Affairs leadership, winning support for the visual direction.
Upon release at the 2011 Golden Age Games, the posters earned commendation from the highest levels of VA leadership, and Veterans with disabilities told us how inspired and honored they felt by the design. One said they were the best VA has ever done. The posters and supporting materials went on to win internal and industry awards, were featured in a presentation to Congress, and and have since been used in numerous proposals as an example of the company's best work.
Wheelchair racer photo: Getty Images. Used with permission.
Swimmer photo: Tom Kimmel Photography. Used with permission.
Longjumper photo: Getty Images. Used with permission.
Proposed t-shirts to support campaign
CREDITS
Account Manager: David Haradon
Project Manager / Copywriter: Jennifer Hill
Task Lead: Kelly Campbell
Art Director / Lead Designer: Peter Lewis
Graphic Designer: Shawn Moriarty
Work performed in 2011 at Booz Allen Hamilton for the Department of Veterans Affairs. All rights reserved.
