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veterans affairs rebranding

visual strategy guide Regie Khemvisay GR 604 OL1 The Nature of Identity

Regie Khemvisay l The Nature of Identity l Visual Strategy Guide

visual strategy guide

Regie Khemvisay l The Nature of Identity l Visual Strategy Guide

overview sector 01

introduction p6 our brand our mission timeline sector 02 visual strategy p18 brand soul rebranding objective personas brand grid

sector 03 competitors p44 current adjacent future

Regie Khemvisay l The Nature of Identity l Visual Strategy Guide

sector

Regie Khemvisay l The Nature of Identity l Visual Strategy Guide

introduction our brand our mission timeline

Regie Khemvisay l The Nature of Identity l Visual Strategy Guide

United States Department of

veterans affairs The United States Department of Veterans Affairs (VA) is federal level department established to provide lifelong services to military veterans. From medical, education, to pension and burial benefits, the VA offers the military community numerous benefits to make their life after the military successful. Established after the Civil War and in honor of President Lincoln’s promise to those brave warriors who protected the country, the Veterans Affairs was born. The VA is regarded to the highest standard with trust and confidence. It is committed diligently to serve all the Veterans and their dependents driven to fulfill all the responsibilities in all levels. It strives for the highest quality of service and continues to improve to better serve the brave heroes of the countries.

Regie Khemvisay l The Nature of Identity l Visual Strategy Guide

our mission We dedicate ourselves as the primary advocate in providing care, resources, and a community for our veterans and their families because we want to honor their sacrifices for the country.

keywords

care resources community Regie Khemvisay l The Nature of Identity l Visual Strategy Guide

our history

Regie Khemvisay l The Nature of Identity l Visual Strategy Guide

“

To care for him who shall have borne the battle and for his widow, and his orphan.

Regie Khemvisay l The Nature of Identity l Visual Strategy Guide

sector

Regie Khemvisay l The Nature of Identity l Visual Strategy Guide

introduction brand soul rebranding objective personas brand grid Regie Khemvisay l The Nature of Identity l Visual Strategy Guide

the brand soul To serve the military community and their families with loyalty and commitment

Regie Khemvisay l The Nature of Identity l Visual Strategy Guide

rebranding objective The VA has been around since 1863 but is mostly known for the healthcare and education benefits for our veterans. The VA has so much more to offer. It is not just a federal government agency, but also a community of people who understands our patriots’ experience and needs. We want to be a valuable part of many Veterans’ lives and together, we can pursue a better life with satisfaction and contentment.

Regie Khemvisay l The Nature of Identity l Visual Strategy Guide

keywords The VA is SUPPORTIVE and is committed to serve the 8% of the United States population. It is LOYAL to the words of President Lincoln’s promise to the veterans and their families. The VA is DEDICATED in providing quality and never ending service to those who serve and have served the country.

Regie Khemvisay l The Nature of Identity l Visual Strategy Guide

personas A brand exists for the audience. It is important to know the customers’ needs and goals of the brand aligned. One that cannot tell the customer base is a brand that cannot tell who they are. Our veterans are why the VA brand exist and continue to exist.

Regie Khemvisay l The Nature of Identity l Visual Strategy Guide

THE HOPEFUL GRANDPA Zhang Chen / 65 Walmart Associate / Portland, OR

[A] Zhang was very strict on his children as any parents because he wants them to have a worthwhile career in the future that they can be proud of. [A] Chen worked as a computer engineer before working at

Walmart because he got bored at home after his retirement. [B] Chen spends his daily mornings on a walk because he wants to stay healthy to be able to keep up with his grandchildren. [B] Because he is diabetic, he has practiced good eating habits and knows what’s best for him. [C] His son was in the Army for 8 years but was discharged due to a disability and because of this Chen and his wife moved closer to where their son lives. [C] After moving closer to where his son lives, he likes to spend time with his grandchildren so that he can have a strong bond with them.

[A] Pursuing higher education for a meaningful life [B] Healthy lifestyle to improve quality of life [C] Quality time with family

THE DIVA MAMA Tati Hassan / 31 Ballet Instructor / Baltimore, MD

[A] She became a ballet instructor because of her love for ballet and wanted to become a famous ballerina but was unable to pursue her dream. [A] Her daughter also want to pursue an art career because of her mom and so she has been helping her reach her dreams, one plie at a time. [B] Her husband is currently serving the Air Force and his lifestyle has rubbed off on her. Because of this she [B] Tati enjoys swimming and joins 5K runs because she likes physical activities that can get her stay slim. [C] They often move because of her husband’s work and so she considers road trips for relocation as another way to spend time with her family. [C] Tati and her family like to go to the beach or the pool because she likes to swim which her daughter end up enjoying also.

[A] Pursuing higher education for a meaningful life [B] Healthy lifestyle to improve quality of life [C] Quality time with family

Regie Khemvisay l The Nature of Identity l Visual Strategy Guide

THE ANGEL IN WHITE Liam Bianchi / 25 Nurse / Kansas City, MO

[A] He is nothing but grateful that his wife is in the Air Force because he was able to go to school and be financially stable because of his wife’s sacrifice. [A] He always wanted to be a nurse because it was his dream to be able to help those in need. [B] Though he’s always on his feet at work, Liam enjoys hiking and cycling. [B] Liam and his wife often go window shopping so that they can exercise and shop at the same time. [C] Liam likes spending time with family as his wife is in the Air Force and they barely have time after work. [C] Liam is a hard worker, but because he works countless hours, he makes sure that when s-he is off, he practices self-care as he believes that is very important.

[A] Pursuing higher education for a meaningful life [B] Healthy lifestyle to improve quality of life [C] Quality time with family

33 [A] She used student loans in her college days but was unable to finish school and she is still paying for the loan up to this day. She is working even harder these days because she wants to send her kids to college. [A] She values education and is very strict with her kids’ academics because she wants them to go to college and be able to get scholarships. [B] She was in and out of the hospital when she was young and so it made her very health conscious. [B] She believes that health is wealth because her family once owed too much money due to her hospital bills when she was young. [C] She wanted her kids to grow up with her around and so she became a small business owner. [C] She works almost every day because of her small business but she loves that kind of schedule.

THE NEGATIVE NADIA Nadia Morris / 42 Small Business Owner / New York, NY

[A] Pursuing higher education for a meaningful life [B] Healthy lifestyle to improve quality of life [C] Quality time with family

Regie Khemvisay l The Nature of Identity l Visual Strategy Guide

[A] She wants to get a part time job when she turns 16 so that she can save up and buy her equipment for Tiktok. [A] Because of her dream to pursue an art degree, she has been hoping to be popular on TikTok and earn money for her education. [B] She doesn’t like to eat vegetables because she doesn’t think it makes a difference in her weight. [B] She hates PE the most because she hates running and sweating

[C] Shel likes to close herself in her room because she doesn’t want to hear her mom nag at her. [C] She likes to go out with friends but her parents are not akin to her being out of the house a lot. Because of this, Reina really wants to be an adult already so she can leave her parents’ house.

THE YOUNG REBEL Reina Kim/ 14 Middle School Student / Riverside, CA

[A] Pursuing higher education for a meaningful life [B] Healthy lifestyle to improve quality of life [C] Quality time with family

THE HOUSE HUSBAND Jesus Garcia / 36 Stay at home Dad / Reno, NV

[A] He joined the military because of the education benefits and have transferred it to his first child. [A] He attended a Culinary school while serving in the Marines because he wants to have his own restaurant once he retires. [B] He is by the book kind of man and likes to stick to schedule and routine because it shows discipline and he always starts the day with exercising. [B] He prepares healthy meals for his family because he believes that eating healthy will keep the doctors away. [C] Jesus weight-lifts because he likes to act as the pull up bar for his three children. [C] Jesus and his family often go on a hike as they enjoy physical activities as a family and this is how they spend quality time as a family.

[A] Pursuing higher education for a meaningful life [B] Healthy lifestyle to improve quality of life [C] Quality time with family

Regie Khemvisay l The Nature of Identity l Visual Strategy Guide

THE FUTURE SOLDIER Farah / 18 High School Student / Lubbock, TX

[A] Farah is a planner because she hates wasting time and doesn’t like being faced with uncertainty. She likes to be in control of her future. [A] She doesn’t want to go to college using student loans so she decided she want to join the Army after high school. [B] She exercises daily because she believes healthy body is healthy mind. [B] She eats a healthy balanced diet because her parents instilled into her that health is wealth. [C] She likes to volunteer her time with family for the community as she believes that working together makes a great society. [C] She stays at home with family and spend quality time with them because she knows she will miss them once she join the Army.

[A] Pursuing higher education for a meaningful life [B] Healthy lifestyle to improve quality of life [C] Quality time with family

THE ASPIRING HERO Tobias Brown / 8 4th grader / Tampa, FL

[A] He likes to play sports because he knows that if he was to be good enough, he can go to college with a scholarship. [A} Tobias studies hard so that his parents will be proud of him and to show gratitude for all they do for him. [B] Tobias regularly go on walks with his mom so that he can get used to a healthy lifestyle just like his mom. [B] He always eat whatever his mom cooks for him because he is not a picky eater and so that his mom won’t have to stress about what to make for dinner. [C] He plays football with his police officer dad during Sundays because that is how they enjoy quality time together. [C] They go out of town at least once a month so that they can spend quality time together as a family.

[A] Pursuing higher education for a meaningful life [B] Healthy lifestyle to improve quality of life [C] Quality time with family

Regie Khemvisay l The Nature of Identity l Visual Strategy Guide

brand grid Current and Future aspiration of the Veterans Affairs through a visual representation using a brand grid.

Regie Khemvisay l The Nature of Identity l Visual Strategy Guide

sector

Regie Khemvisay l The Nature of Identity l Visual Strategy Guide

competitors In the next pages are lists of our current, adjacent, and aspirational competitors. Whether its a for profit, non profit, state or federal mandated agencies, all of our competitors is a resource for our veterans that they can utilize.

Regie Khemvisay l The Nature of Identity l Visual Strategy Guide

at this point

The VA is not a perfect brand that is why continuous research and understanding of the needs of our community is front and center to better serve them. In the next page is a list of our current competitors that may be an alternative resource for our veterans and their families.

Code of Support Foundation is a non profit that provides assistance to the military community that face multiple and complex challenges.

Veterans Ascend or The Ascend Collective helps veterans connect with gainful employment, housing and education resources.

Department of Education Educational Opportunity Centers Program provides academic advice, counseling and career workshops.

Gary Sinise Foundation serves military communities, first responders and families providing housing, training, education and out reach programs.

Disabled American Veterans advocates for veterans’ rights and benefits through lifetime support whenever they need it.

College AVE is a private student loan company offering fixed and variable rate students loans.

Administered by the Department of Labor, Job corps provides free education and training for ages 16-24.

Veteran RX offers discounted pricing for prescription to veterans.

Nonprofit organization, US Vets was created by veterans for fellow veterans . They offer housing programs, counseling, career development, etc.

An award winning lender, Ascent offers affordable college funding.

Regie Khemvisay l The Nature of Identity l Visual Strategy Guide

alongside them

The programs and benefits that the VA offers are vast as it should be. But there are other brands that alongside VA provides a community of resources that veterans and their families can take advantage of and should be using.

Humana is a for- profit company and is a leader in insurance industry innovative technology

Statefarm is an insurance company that offers various insurances like Life insurance.

Iraq and Afghanistan Veterans Agency is a non profit organization the supports and advocates for the 9/11 veterans

Fisher House Foundation provides a home for veterans and families while their loved ones stay at a hospital.

Medicare is a government insurance program for anyone ages 65 and older

Medicaid is a joint health insurance program between the federal and state government for those with limited income and resources.

Nationwide offers life insurance and many other services like homeowners, car, pet, farm insurances.

National Park Service offer a free lifetime pass to Veterans and Gold Star Families.

Seaworld Waves of Honor Veterans offer veterans and up to three guests free admission once a year in any of their parks.

Tricare is the health care program for military community.

Regie Khemvisay l The Nature of Identity l Visual Strategy Guide

ahead of us

Here are brands that are successful in their own right and which the VA would be comparable with after the re-branding. The VA will continue to strive to be the best so that our veterans would never question if the VA is doing exactly what we were born to do.

Johns Hopkins Medicine is the founding institutions of modern American medicine.

Wounded Warrior Project offers programs and advocacies for mental health, career counseling, etc to improve lives of veterans and their families.

Cleveland Clinic is a non profit academic medical center and also a leader in research, education and health information.

Operations Second Chance has a mission to ensure that no veterans are left behind and are supported and provided for.

VetAssist offers veterans the help and resources to get the disability rating they deserve.

The Federal government job seeking site, USAjobs connect job seekers with employment opportunities.

Mayo Clinic is acknowledged among the very best hospital in the country.

The foundation ensure that veterans and families are successful and supported through their various programs like housing, mental and health well being.

FAFSA awards financial aid, grants, loans for college students.

Veterans United Home Loans help veterans and service members become homeowners.

Regie Khemvisay l The Nature of Identity l Visual Strategy Guide