ART DIRECTION | BRANDING
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.
Bryan Jacobs, a veteran who served two tours in Iraq, came to the Ad 2 Public Service team with hat-in-hand. He explained that he had lost his brother to veteran suicide shortly after being discharged and how he was dedicated to creating a platform that gave men and women new purpose after their military career.
WHAT DO YOU SEE?
Bryan demonstrated his recipe for success with a brilliant analogy. He held up a yellow fruit to us and asked "what do you see?" "Yellow," "a fruit," "a lemon I guess?" Our shallow answers only proved his point. "I see the base of a lemon meringue pie. I see a cocktail garnish. I see lemonade!" he laughed.
The objective of V2S is that of a chef: to transform unassuming ingredients into their fullest potential.
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.
With that being said.. day one of bootcamp demands a full buzzcut and the ribbon logo was no exception.
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.
CALL TO ACTION
Without an extra moment to spare, the new brand elements were immediately put to work on various collateral. From magazines to billboards, and art exhibits to live TV, we let all of Tampa Bay know that veterans have all of the ingredients necessary for success.
Kaitlyn Zeitler, Ad 2 Tampa Bay President at the time, appeared on ABC Action News with Bryan to discuss our the many ways that viewers could contribute to the VETS 2 SUCCESS initiative.
Massive thanks are in order to our incredible Ad 2 Tampa team, especially the Public Service squad. That includes, but is not limited to, Kaitlyn Zeitler, Peter Iliopoulos, Morgan Baruth, Justin Brown, Krista Fisher, Billy Sangbusch, Kathryn Tromba, Nic Vasquez, and Irene Carrozza.
AD2 PUBLIC SERVICE TEAM
AD 2 PRESIDENT
AD 2 VICE PRESIDENT
In just 6 months Ad 2 made 2.7 million impressions and raised over $6500, effectively sponsoring 5 veterans to enroll with Vets 2 Success.