Boot Campaign’s mission has always been “to awaken the inner patriot inside all Americans.” And as their name suggests, they do it using combat boots to raise awareness and funds to provide life-improving programs for veterans and military families nationwide and bridge the divide between military and civilian life. However, their previous identity leaned into commonly-used military themes that didn’t connect or differentiate them as well with civilians and potential non-military-veteran supporters.
So, we started from scratch and designed a clean, bold and patriotic mark that’s flexible enough to work alongside a pair of their iconic combat boots, but strong enough to take the lead on shirts and hats, trucks, social media initiatives and corporate partnerships.
While the boots serve as an awareness tool, with everyone from Dolly Parton to Michael Strahan to Mark Wahlberg lacing up to show their support, Boot Campaign also partners with the world’s leading medical institutions and invests heavily to develop treatment programs for injured veterans. When it came time to design their 2017 Annual Report, we created a two-sided brochure/book that helped illustrate both sides of Boot Campaign’s mission and efforts.