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Lima Charlie HQ


Helping veterans start their own all-American small business!

TABLE OF CONTENTS 1. Research About LCHQ Research Findings Competition Audit SWOT Demographics

2. Development ... ... ... ... ...

6 7 8 10 12

3. Style Logo Standards Logo Usage Unacceptable Usage Color Imagery Typography

Inspiration & Concept Moodboards Brand Competition Survey Logo Development

... ... ... ...

16 18 20 22

... ... ... ... ... ...

40 42 44 45 46 47

4. Solutions ... ... ... ... ... ...

26 28 30 32 34 36

Web/Mobile Design Social Media Collateral Fundraising Campaigns Online Advertising Guerrilla Marketing


To strive, to seek, to find

About LCHQ

... 6

Research Findings

... 7

Competition Audit

... 8


. . . 10


. . . 12

and not to yield. - Tennyson

About LCHQ The goal of Lima Charlie HQ's program is to assist service-disabled military veterans in creating their own small business and utilizing local, state, and federal government contracting to support it. This not only empowers and employs the veteran but the program is also available to their immediate family. In addition, support services are available during and after the program, as well as mentoring by other veterans and business owners. Veterans who join the program are also expected to mentor future members as part of their program requirements, creating, inpart, a self-sustaining system. In creating these small businesses, Lima Charlie HQ strives to send the message that veterans can better their lives, help themselves, and continue to help others. Worth, courage, honor, these indeed Your sustenance and birthright are. - E.C. Stedman


Research Findings Lima Charlie HQ's mission is simple: providing programs, training, and promotions that encourage self-employment of veterans and disabled veterans through small business ownership. The organization’s goal is to improve the lives of veterans who are often struggling to find a place among their civilian life – whether in difficulty finding a job that can meet the needs of their disability, skills set, or other hurdles faced. In 2011 it was estimated that nearly 27 percent of working age veterans, ages 21 to 64, were unemployed and veterans with disabilities were estimated at 41 percent[1]. LCHQ strives to help fill that gap by helping veterans create a small business that matches their needs. "Lima Charlie" is military phonetic for “Loud and Clear” and is easily recognizable by any branch of the U.S. military. The name stands as a symbol of understanding veterans and their goals: that the organization is their new headquarters, reads them “loud and clear,” and is there to assist them. According to the advocacy group National Veteran-Owned Business Association, 23 out of 50 U.S. states offer incentives and special privilege to veteran-owned businesses and some states set annual goals – like Illinois, who gives three percent of contracts to businesses owned by veterans[2]. These are just a small example of the vast amount of contracts out there waiting to be fulfilled by veteranowned businesses. Veterans often feel lost or troubled when adjusting to civilian life and working a regular job. For those with disabilities, this adjustment becomes an even heavier burden. By providing these educational services, LCHQ is poised to become the number one service and resource to veterans looking to change their lives for the better.

1. Audi, T. (2012, January 13). More States Decide to 'Buy Veteran'. Wall Street Journal - Eastern Edition. p. A3. 2. Schepp, D. (2011, February 14). People@work: The tough job of getting disabled veterans back to work. Retrieved from


Competition Audit


◀ Audit by Color

The competition is split between use of logotype (left) and logomark (right). As can be seen, logomarks often also make use of accompanying typography and remain coupled. However, the logomark text is not stylized unlike the logotypes.

Logos are grouped by color, you can see the dominant color is blue followed by red. There are instances where some logos are repeated and in lower opacity, these are when a logo utilizes more than one color equally but it would be considered a “secondary” color – for example

Audit by Type


S.W.O.T. Internal and external environment plays an important part of strategic planning. Internal factors can be classified as strengths or weaknesses, and external factors can be classified as opportunities or threats. An analysis of these strategic environments is referred to as a SWOT analysis. The SWOT action plan for LCHQ includes: • Increasing Brand Awareness: by using Veteran Business Success stories that will help to build the brand name and create buzz for the featured Veteran Business. • Marketing: by becoming a known brand that is an expert in the industry with marketing that will create awareness and also authority required to win funding for the program. • Fundraising: by using crowdfunding platforms to raise donations around key holidays such as Veterans Day, Memorial Day, and Independence Day and helps build an enthusiastic and engaged audience.


• Little to no funds for marketing

• Online programs allows veterans to access from anywhere

• No large donors secured

• Ability to update and adjust educational modules easily

• Competitors include well-known colleges and U.S. Gov

• Program is free to qualified applicants • New classes begin every 8 weeks • Flexible schedules to accomodate veteran's needs

OP P O R T UNIT IE S • Create co-working offices across the U.S. for members • Large veteran audience • Assemble qualified vets to impact Federal Procurement Rules

• Low brand equity • New program • Program still in development • Not enough staff



• Personal coaching services ensure veterans stay on track


• Experienced instructors

• Larger/better organized programs • Lack of start-up funds, especially from VA Voc Rehab • Changes in government regime and budget cuts • Insufficient program funding from private sources/donations

• Training vet's family (18+) to improve quality of life

• Staff losses due to lack of funding

• Grants and contracts for unique services

• Failure of vets to succeed despite coaching/mentoring

• On the job training programs

• Collegiate Entrepreneur programs

• Crowdsourcing for vets and program

• Negative online prescence


Demographics The target audience for Lima Charlie HQ are U.S. military veterans - specifically servicedisabled - males and females, ages 18 and up. They should have a strong drive and an entrepreneurial spirit. This audience shares a number of commonalities: disabilities (visible and invisible), military discipline, active combat experience, knowledge of the Veteran's Affairs office and other governmental processes found in their career. They are family-oriented, active consumers of establishments like Walmart, and come from all walks of life. They have a variety of interests but often share core values. Just as their paths will be diverse, so will their ideas for small businesses. The businesses created by each veteran may be very different or they may find common ideas and decide to work together. The community LCHQ is establishing allows for collabortaion in many forms which benefits members in the program.


"Michael Dushane" was in the war in Iraq when he was trapped beneath falling building debris after a bomb explosion rocked the structure he was waiting in, severing one of his legs. After 20 years in the military, Michael returned home and had major difficulty adjusting to a civilian life coupled with painful and prolonged physical therapy. Previously, Michael had attended a local community college for a few semesters. Due to his injuries, he has been unsuccessful at finding or maintaining a job. He currently lives on service-disabled benefits and his wife's income is the only other money coming into the household. Michael has been married for 25 years, the father of two children. He enjoys fishing, grilling, and reading his Sports Illustrated and Classic Car magazines. He is familiar with technology, owning a smartphone and using email often.

"Jennifer Calhoun" lost her arm during the war in Afghanistan when her vehicle came in contact with a roadside IED. After 2 years of deployment she returned home to her husband and college-bound daughter, trying to settle back into a normal life. She is nearing 47 and currently works as a customer service representative in a call center which, combined with her husband's job, pays just enough to get by in life. However, she wishes she could find a better solution to her family's financial situation. Jennifer enjoys throwing parties for her friends and family, spending time with her daughter and husband, and shopping. She has a daily routine of jogging and considers herself a fitness enthusiast. In her spare time she enjoys reading, listening to the radio, and watching movies. Jennifer also enjoys browsing Facebook and Pinterest.


DEVELOPMENT To dare, and again dare,

Inspiration & Concept

. . . 16


. . . 18

Brand Competition

. . . 20

Logo Development

. . . 22

and forever dare! - Danton

Inspiration & Concept

Initially, before Lima Charlie HQ was conceived, the working company and logo were that of partner company National Association of Service Disabled Veteran Owned Businesses (NASDVOB). The NASDVOB logo was based off a common military medal theme and worked as a seal for the company (pictured at right). When Lima Charlie HQ came to fruition, it was clear that it needed a memorable logo. The design was to focus on a simple, meaningful logo.


â—€ Key Points The design for the new brand and logo originally grew from images like these. Focusing on a strong military background, memorabilia, and narrative. Combining images like these into logomarks that were simple enough to work at any size but maintained a memorable design that would stick with people beyond the initial interaction. Another major criteria point was to discourage clichĂŠ and stereotypes in creating the LCHQ brand. This included color palette, images, and brand personality as much as possible.


Moodboards These are two of the initial set of three moodboards created for the Lima Charlie HQ brand. They each carried their own themes and keywords to describe the narrative of the brand.

Hope/Support (top left) This moodboard focuses on the life-changing services offered by LCHQ and how that will create hope and give support to the veterans.

Loyalty/Strength (bottom left) This moodboard focuses on the life-changing services offered by LCHQ and how that will create hope and give support to the veterans.


C: M: Y: K:

77 54 82 74


C: M: Y: K:

77 41 100 37


C: M: Y: K:

57 62 89 66


C: M: Y: K:

1 18 99 0


C: M: Y: K:

2 0 27 0


◀ The Chosen Path

This moodboard focuses on the winning spirit and bravery of veterans; channeling that energy into creating their small business. The program’s goal is to enhance, and promote the skills of veterans and provide an organization through which veteran business owners can "take care of their own’" through compassion and camaraderie for fellow veterans in a variety of coordinated volunteer programs, leading to a stronger veterans business community. The color palette is a reminder of the colors of military service. Greens stand for “growth” and “rebirth”. Brown is “down-to-earth, dependable, and healthy”. Gold stands for happiness and is a symbol of “wealth and prosperity”.


Brand Competition There are many companies and organizations in the Service-Disabled Veteran Owned Business (SDVOB) field. However, SDVOB is a brand new area of service and while there are other brands beginning to establish themselves, they are only a step or two above LCHQ’s current position. Thus, becoming the top competitor is still a goal within reach. Additionally, among U.S. Government SDVOB programs, there is no consensus of consumer viewpoints for any of these programs. This enabled LCHQ to become the leader among all SDVOB businesses. LCHQ is in a prime position to create curriculum, set standards, and pave the way for the SDVOB community - which is growing daily with many veterans returning home from tours of duty.


â—€ 2 Major Competitors EBV and LCHQ are close in offered services but the catch of EBV is that you need to have physical access to a partnering university, whereas LCHQ is foremost online with the option of a physical incubator location where available. The Veteran Fast Launch Initiative gives initial steps to begin a business along with mentoring and free workshops and tools but lacks the individual and comprehensive lessons and support that LCHQ provides.

Who Dares, Wins. Who Sweats, Wins. Who Plans, Wins. - British Special Air Service


Logo Development Competition is split between use of logotype and logomark. Based on those established standards, the LCHQ logo was to be a simple, straightforward piece - making use of disconnecting icons and text. With the exception of a couple logotypes, the competition have stuck to the general rule of using limited typefaces. However, in addition to this general rule, LCHQ chose to incorporate unique, complementary fonts to accompany the brand's logo throughout all media uses. The logos featured here were part of the initial run of logo designs, including the final saluting soldier. The goal for LCHQ logos were to work well as single color, full color, transparent, be adaptable to all media, and portray the essence of the Lima Charlie HQ narrative.



STYLE GUIDE “A champion is someone who gets up,

Logo Standards

. . . 26

Logo Usage

. . . 28

Unacceptable Logo Usage

. . . 30


. . . 32


. . . 34


. . . 36

even when they can’t” - Jack Dempsey

Logo Standards Full-length Logo






Lima Charlie HQ




Lima Charlie HQ






The logo for Lima Charlie HQ is meant to evoke emotions of pride, loyalty, entrepreneurship, and success. In order to maintain brand consistency, the use of the logo must adhere to the rules set forth.

Condensed Logo




The logomark (saluting soldier) must always be in black-and-white (or inverse). If needed, outlining the soldier using the brand’s colors may be used. The font color may be changed to any of the brand’s color palette but when using the two shades of gold, a 0.25px - 1px outline of black must be used. If space is available, using the full-length logo is recommended. Otherwise the condensed logo should be used instead. The soldier logomark should only be used alone where the brand has already been well-established. Giving the logo room to breathe is very important. A minimum clear space equivalent to the size of the capital L should surround the logo.

W: 251 px / H: 66 px W: 88.5 mm / H: 23.2 mm

Lima Charlie HQ

W: 147 px / H: 72 px W: 51.8 mm / H: 25.4 mm

â—€ Logo Sizing To maintain clarity of the soldier logomark and brand name, these minimum standards have been set. The full-length and condensed logos are best used for web and print materials. The logomark alone should only be used for watermark and similar purposes.

W: 62 px / H: 64 px W: 21.8 mm / H: 22.5 mm

Lima Charlie HQ

Ambition, the soldier’s virtue.

- Shakespeare


Logo Usage Proper logo usage is imperative to brand consistency and recognition. The LCHQ logo usage is straightforward. Logo choice has been previously established in Logo Standards (pg. 30) and color use is simple. The following rules apply to both wide, condensed, and logomark-only sizes.

Lima Charlie HQ

For light backgrounds: The soldier logomark should be black with a white tie and be accompanied by either black text or gold with a 0.5px black stroke to help the color stand out (as shown).

Lima Charlie HQ

For dark backgrounds: The soldier logomark should remain black with a white tie and be surrounded by a 2px gold stroke. White or gold text accompanying the logomark is acceptable.


arlie HQ Lima Charlie

Lima Charlie HQ

Lima Charlie HQ

Lima Charlie HQ

Lima Charlie HQ Victory is a thing of the will. - Marshal Foch


Unacceptable Logo Usage

Lima Charlie HQ

Lima Charlie HQ Alternate Stack No other configuaration should be used for the LCHQ logo. The only styles used should be the full-length, side-stacked, or logomark-only versions.

The spacing, size, and position for the logo text has been established by the brand's design. Using a different size font (or a different font altogether) can and will cause confusion. The logo font should remain consistent in any use of the logo.

Text Size Changes

Lima Charlie HQ

◀ Alternate Fonts

All logos should maintain consistent scaling. Never squeeze/stretch a logo! This is especially common when used on print and web materials. This can be prevented by scaling based on percentage instead of dimensions.

The Lima Charlie HQ logo should never contain any font other than Mate SC. This includes "acceptable fonts" laid out in the typography section or fonts that are visually similar to Mate SC (Times New Roman pictured here).


Logo Skewing

Lima Charlie HQ

Inappropriate Colors Do not use other color combinations beyond those established in the previous section, Logo Usage. The logo should also never use colors outside of the established color palette.


Backgrounds Busy backgrounds should not be used in combination with the brand logo. The logo should not have to compete against a background it's placed over.



Color Below are examples of what the palette looks like on both light and dark backgrounds. The aim is to always go for highest visibility and legibility. As you can see, the first two colors (brown, dark green) should be used on lighter backgrounds while the last two (gold, light yellow) look best on dark backgrounds. The middle color (medium green) works on both types of backgrounds but is still recommended for lighter backgrounds - again, for best visibility. The color palette is meant to be a reminder of the colors of military service without the clichĂŠ of "red, white, and blue".


C: M: Y: K:

56 63 87 66

C: 1 R: 253 M: 18 G: 204 Y: 99 B: 9 K: 0

R: 59 G: 44 B: 12

HEX: #3b2c0c PMS: "Black 4 C"

HEX: #ffcc00

C: 78 R: 46 M: 40 G: 89 Y: 100 B: 2 K: 37

PMS: "Med. Yellow C"

HEX: #336600 C: M: Y: K:

77 54 82 74

R: 2 G: 38 B: 1

PMS: 7483 C

C: 1 R: 255 M: 0 G: 255 Y: 24 B: 204 K: 0

HEX: #003300

HEX: #ffffcc

PMS: 5463 C

PMS: 7499 C 33

Imagery Images for LCHQ should consist of a mixture of military, veteran portraits (disabled or otherwise), American-centric photos, and business office or professional environment photos. The narrative to strive for is the transition from military career to a business career. Images should attempt to maintain a positive, encouraging, and/or professional look and feel. Important Note: Please refrain from using "aggressive" images for LCHQ. No guns (unless passively pictured), battle scenes, stressinducing situations, etc. In order to accomodate veterans, who are sometimes easily triggered into negative mental states, it is our intention to avoid such issues as much as possible.


➜ ➜ ➜ ➜


Typography Fonts used for the LCHQ brand are simple, easy to read, and reflect the brand's narrative.


Mate SC should be used for all

Mate SC

Lora should be used for all major copy. It comes in regular, italicized, and bold forms, and is very versatile for both legibility and impact.

Body Text/ Copy

headings, titles, and short copy (one sentence or less). Faux bold, as seen in the beginning of this paragraph, should be avoided.

Stardos Stencil should be used for special headings, titles, or visual impact. It comes in "regular" and "bold" versions. It is recommended that when using this font, you use ALL CAPS and bold for greatest impression.

All fonts are available through the Google Fonts repository which can be downloaded or embeded into a website on-demand.


Lora Special/Alt Headings


ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Mate SC Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Lora Regular, Lora Italic, Lora Bold, Lora Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Stardos Stencil Regular, Stardos Stencil Bold 37

SOLUTIONS Don't limit your challenges,

Web/Mobile Design

. . . 40

Social Media

. . . 42


. . . 44

Fundraising Campaign

. . . 45

Online Advertising

. . . 46

Guerrilla Marketing

. . . 47

challenge your limits.

Web/Mobile Design The website for Lima Charlie HQ will focus on being a community hub as well as educational area for members. The site will feature content that encompasses veteran news, LCHQ news, events, program information and access, and various options for fundraising and more. The program content itself is housed separately from the website but ease-of-access will be top priority for all content. Each sidebar button will feature a drop-down area with more links to all site content. Featured content, news, and events will be rotated regularly. The mobile site will be condensed from the original, desktop version.


â—€ Mobile The mobile site will be a condensed version of the main website. The content will reflect the same information that can be found on the desktop version of the site. However, for the mobile site, the content will be structured and focused on important information about the program, news, event, and ease of contact.


Social Media Social media will be a major factor in the LCHQ program and business model. Ease-of-access is one of the major focuses for the organization and social media provides excellent ways for members, prospective members, and community members to get in contact with LCHQ outside of the main website. Content from the website will be featured on social media pages as well, allowing for organic conversation and interaction. Customization of social media pages also allows LCHQ to express the brand narrative on a regular basis, involve the organization in holidays and special events, and promote the brand.


â—€ Customizable Many social media hubs now allow for customization of the content. This allows LCHQ to adapt the design for holidays, special events, and other brand tie-ins. This allows LCHQ to extend the brand, continue the brand narrative, and tailor the experience for users.

A good plan executed today is better than a perfect plan executed at some indefinite point in the future. - General George Patton Jr


Collateral The LCHQ brand is easily adaptable to most collateral. This includes items like stationary (pictured right), keepsake items (mugs, pens, etc.), and more. This allows the brand to travel easily with the consumer. The logo can also be used as a watermark on items. Keeping the brand consistent among all collateral is very important. The brand should be reflected on all materials, especially those which will be moved beyond the control of LCHQ (e.g. business cards). This keeps the brand and its narrative alive.


Fundraising Campaign Using websites such as IndieGoGo to raise funds within a specified time frame allows anyone to join the cause, support the program, and also provides a central hub for directing people to donate to the brand. It is also easily coupled with any type of marketing or advertising campaign. Partnerships and fundraising opportunities can be run separately or in tandem to help bolster the program, spread the word, and create lasting relationships.


Online Advertising Online marketing is one of the most prevalent forms of advertising today. The internet is accessible almost everywhere in American society – computers, mobile phones and devices, and televisions are capable of accessing the internet and making visibility even more widespread. There’s a world within the world of advertising available through online marketing: ad words, banners on websites, mobile app banners, mobile websites, media service sites (e.g. Hulu), social media (e.g. Facebook), and search engine optimization (SEO) all incorporate for an effective marketing campaign. Utilizing services such as Google Ads and AdWords can quickly distribute marketing media created for the campaign.


Guerrilla Marketing Guerilla marketing is where the program can make a large impact. Word-of-mouth marketing is about getting people talking about the company and program, and about generating buzz. Andy Sernovitz, author of Word of Mouth Marketing: How Smart Companies Get People Talking, defines it as: “giving people a reason to talk about your stuff, and making it easier for that conversation to take place."[1] These conversations can spread across areas like social media, face-to-face discussion, and more common forms of communication such as email, newsletters, and more. This keeps readers in a regular cycle of communication and connected to the program, which they can also share and spread the word beyond themselves. 1. Sernovitz, A. (2012). Word of mouth marketing: How smart companies get people talking. (Introduction). Austin, TX: Greenleaf Book Group Press. Retrieved from http://www.


Image References Competition Logos: Army Office of Small Business Programs Logo [Web Graphic]. Retrieved from: DAV Logo [Web Graphic]. Retrieved from: EBV Foundation Logo [Web Graphic]. Retrieved from: SCORE Vets Fast Launch Logo [Web Graphic]. Retrieved from: Service Disabled Veteran Owned Small Business Council Logo [Web Graphic]. Retrieved from: US Department Veterans Affairs Logo [Web Graphic]. Retrieved from: US General Services Logo [Web Graphic]. Retrieved from: US Small Business Association Logo [Web Graphic]. Retrieved from: US Social Security Administration Logo [Web Graphic]. Retrieved from: VetBiz Logo [Web Graphic]. Retrieved from: Veteranscorp Logo [Web Graphic]. Retrieved from:

Moodboard Images: Frame, S. (Photographer). Middle-aged college student types on a laptop in the library [Web Photo]. Retrieved from: [Untitled web photo of an American Flag]. Retrieved from: [Untitled web graphic of “Change Takes Courage�]. Retrieved from: [Untitled web graphic of a computer-connected classroom]. Retrieved from: [Untitled web graphic of a computer puzzle with figure in center]. Retrieved from: [Untitled web graphic of a cross-country network of people]. Retrieved from:

Moodboard Images Continued: [Untitled web graphic of figures with puzzle pieces]. Retrieved from: [Untitled web graphic of a heart on fire]. Retrieved from: [Untitled web photo of hope light writing]. Retrieved from: [Untitled web photo of a informal meeting]. Retrieved from: [Untitled web photo of a man in a wheelchair shaking hands with woman over table]. Retrieved from: [Untitled web photo of a man in a wheelchair with his hands raised]. Retrieved from: [Untitled web photo of a saluting soldier sillhouette]. Retrieved from: [Untitled web photo of a soldier holding a sign that says “Hire Me”]. Retrieved from: [Untitled web photo of a soldier with medals on uniform]. Retrieved from: [Untitled web photo of two hands shaking]. Retrieved from: [Untitled web photo of two men, one with hand on the other’s shoulder]. Retrieved from: [Untitled web photo of veterans at a table]. Retrieved from: [Untitled web photo of a vet with a prosthetic arm]. Retrieved from:

Image References Continued All Other Images: Barber, Lcpl. J. (Photographer). (2011, September 17). Marine Corps Capt. Lucas Frokjer reunites with his family on Marine Corps Base Hawaii, Kaneohe Bay [Web Photo].

Retrieved from

Bartlet, D. (Photographer). (2012, December 19). Marine Cpl. Tim Read “humps� a driveshaft across the floor of the Marine Corps Recruit Depot hobby shop garage in San Diego, California [Web Photo].

Retrieved from

Bevier, SSG N. G. (Photographer). (2009, March 26). Brig. Gen. Mary Kay Hertog, Air Force Director of Security Forces at the Pentagon, talks with security forces Airmen training for upcoming

deployments during her visit to the U.S. Expeditionary Center on Fort Dix, NJ [Web Photo]. Retrieved from

Edwards, MSgt. J. W. (Photographer). (2013, March 6). U.S. Air Force Staff Sgt. Brittany Rumsey, 99th Security Forces Squadron patrolman, issues a traffic citation [Web Photo].

Retrieved from

Greenfield-Sanders, T. (Photographer). (2008). Dawn Halfaker, a West Point graduate, holding the prosthesis for her missing right arm [Web Photo].

Retrieved from

Hipps, T. (Photographer). (2013). U.S. Army World Class Athlete Paralympic Program Sgt. Jerrod Fields, a below-the-knee amputee pictured here stretching on the track at Fort Carson, Colo [Web

Photo]. Retrieved from

Hostutler, Sgt. A. (Photographer). (2012, August 28). U.S. Marines attending Marine Combat Training conduct an early morning five-kilometer march out to a grenade range at Marine Corps Base Camp

Pendleton, Calif [Web Photo]. Retrieved from

Lutzens, E. (Photographer). (2012, May 16). Fennig talks with other pilots while he waits in the hangar for a training flight at TYJ Global in Broomfield, CO [Web Photo].

Retrieved from

McKee, Sgt. J. (Photographer). (2012, September 27). An American soldier participates in a joint American-French evacuation exercise in Djibouti [Web Photo].

Retrieved from

National Association of Service Disabled Veteran Owned Business (Producer). (2011). NASDVOB Logo [Web Graphic]. Retrieved from Runyon, CWO2 C. W. (Photographer). (2011, May 25). U.S. Marine Corps Lance Cpl. Zachary Oullette, a combat videographer with 2nd Marine Division (Forward) Combat Camera (COMCAM), edits a

video production on a laptop computer inside of the tactical imagery production system (TIPS) multimedia van at Camp Leatherneck in Helmand province, Afghanistan [Web Photo].

Retrieved from,_a_combat_videographer_with_2nd_Marine_Division_(Forward)_Combat_


Sima, V. (Photographer). Business man gives salute isolated on white background [Web Photo].

Retrieved from

US Navy. (Producer). (2004, October 18). The Navy introduced a set of concept working uniforms for Sailors E-1 through O-10 [Web Photo]. Retrieved from



US Navy. (Producer). (2004, December 8). Yeoman 1st Class Erin Morgan stands at attention as she models the khaki option of the year-round concept service uniform for Sailors E-6 and below [Web

Photo]. Retrieved from


[Untitled web graphic of american eagle #8]. Retrieved from: [Untitled web graphic of an eagle #2]. Retrieved from: [Untitled web graphic of the five U.S. Military faction badges]. Retrieved from: [Untitled web graphic of a megaphone]. Retrieved from: [Untitled web photo of an African-American man in uniform, saluting].

Retrieved from:

[Untitled web photo of an American flag in the sky]. Retrieved from: [Untitled web photo of a businessman and soldier shaking hands]. Retrieved from: [Untitled web photo of a Ex-Army GI Kevlar helmet]. Retrieved from: [Untitled web photo of an iChat session]. Retrieved from: [Untitled web photo of a man dressed as soldier and businessman]. Retrieved from: [Untitled web photo of a man in a wheelchair holding an “unemployed” sign]. Retrieved from: [Untitled web photo of a man in wheelchair shaking hands]. Retrieved from: [Untitled web photo of a megaphone attached to a podium on a busy street]. Retrieved from: [Untitled web photo of an old briefcase with straps]. Retrieved from: [Untitled web photo of a smiling soldier with nature scene in background]. Retrieved from: [Untitled web photo of a smiling young man in a wheelchair].

Retrieved from:


[Untitled web photo of a soldier's arms while using a laptop]. Retrieved from: [Untitled web photo of a soldier at attention against a wall]. Retrieved from: [Untitled web photo of a soldier and business woman shaking hands with an American flag in the background]. Retrieved from: [Untitled web photo of a soldier holding books]. Retrieved from: [Untitled web photo of a soldier holding a sign stating “We Want You”]. Retrieved from: [Untitled web photo of Stephen Pate handing out fliers]. Retrieved from: [Untitled web photo of TeamViewer 7 Meeting Session]. Retrieved from: [Untitled web photo of a young African-American man in a wheelchair]. Retrieved from: [Untitled web photo of a young man wearing headphones using a laptop]. Retrieved from: [Untitled web photo of a young woman in front of a megaphone and podium]. Retrieved from:

A hand-up, not a hand-out.

t Rara Avis Media, Inc.

Š 2013

Lima Charlie HQ

Branding Book (Final Proof)  

Lima Charlie HQ Project Book