Team Red, White & Blue
Our partnership with Team Red White and Blue (Team RWB) began at its inception, and we've been instrumental in transforming it into a powerful and cohesive brand for American veterans. Starting with strategic positioning, storytelling, and logo creation, we successfully shaped the complete brand.
Services Provided
Brand Audit
Messaging Strategy
Competitive Analysis
Campaign Strategy
Brand Story
Logo Design
Brand Guidelines
Identity Management
B2C Website Design
Mobile Apps
Social and Digital Strategy
Brochures and Sales Collateral
Annual Reports
Posters
Live Action Video
Digital Platforms
HTML Emails
PowerPoint Presentations
Print Advertising
Digital Advertising
Event Merchandise
Pop-up Banners
Project Overview
Challenges
Team RWB aimed to provide veterans with an experience centered around positivity, physical fitness, community, and purpose upon their return home
They sought a professional and memorable identity system to attract ideal donors and partnerships while being prominently brand-forward
The objective was to establish an identity that effectively communicated Team RWB's values and goals to resonate with their target audience, including donors and partners
Solutions
Crafted a robust and memorable patriotic emblem, embodying a military focus, fostering visual recognition, and serving as a source of pride for veterans and athletes
Introduced the rallying call "Wear the Eagle," encapsulating the essence of being a part of Team RWB, which served as a powerful call to action
Developed a variety of print and digital pieces to reinforce the brand's identity
Results
The collaborative efforts have led to significant results, including increased brand awareness
The rallying call has not only fostered unity within Team RWB but also served as a powerful motivator, sparking meaningful conversations and attracting ideal donors and partnerships.
This holistic approach has helped Team RWB establish a brand that effectively communicates its mission and vision while embodying positivity, fitness, community, and purpose for veterans.
Inspired by iconic American imagery and military patches, the new logo introduced a core component of the Team RWB brand: the Eagle.
Team RWB executes a number of flagship events every year, attracting both veterans and civilians to come together through physical activity. For these occasions, Rule29 developed several different event logos to visually connect them to the overarching brand.
We've been fortunate to evolve the brand and guidelines as Team RWB has grown across more than 190 U.S. locations with hundreds of thousands of members.
The most important thing for me has been the relationship we’ve developed.
To me, that is so important and sets organizations apart. Obviously, they want to grow, and they’ve been growing, but their commitment to remaining a relationship-based company, to me, just speaks volumes about who they are from a core values standpoint.
Mike Erwin
Executive Director, Team Red, White & Blue
Spreading the Word
To educate and inspire potential members of Team RWB, we have built a number of evergreen brochure pieces, as well as flexible poster templates, that share the organization’s mission and efforts. With so many local chapters and events, we also assist their internal team with ensuring brand consistency wherever possible.
The Website Experience
Team RWB's updated website was carefully designed to showcase the organization's extensive library of imagery and video to help users visualize the "Eagle Ethos," while also communicate key messages. Scalable for both national audiences and local chapters, the website invites users into the spirit of the organization and creates simple pathways to get involved at a deeper level.
With content shared extensively through social media due to a highly-engaged audience base, Rule29 took great care in creating a consistent style for posts – all emphasizing what makes Team RWB special for veterans and civilians.
Connecting a Community
Team RWB was facing a challenge of not being to consistently track event attendance. To overcome this hurdle, Rule29 worked with Team RWB to create a mobile app that allows for greater data collection and a stronger connected network for the veterans. The app makes it easy for veterans to quickly search and register for events, discover other veterans in the area, and share events with other veterans and civilian supporters.
Team RWB is honored to work with Rule29 and we cannot thank them enough for the support and guidance they have provided to our organization since day one.
We have collaborated on a variety of large initiatives including a complete redesign of our website, launching our first APP and Annual Report, completely updating our brand guidelines, and refreshing all of our marketing collateral.
Dan Brostek
Chief Digital Officer, Team Red, White & Blue
Stories for Success
A Rally Cry for Veterans and Veteran Advocates
Today, at marathons, triathlons, and other sporting events, you’re sure to see athletes proudly wearing their Nike Team RWB Eagle shirt. The organization has been featured on Fox & Friends, Today, The Daily Show, The View, and NPR, and has been covered in Psychology Today and many other national publications and media outlets.
200k+
Events tracked on the app
300%
Increase in web traffic after launching the new website
217k+
Members since the initial brand launch
Recognition
This project has been recognized by Graphic Design USA, AIGA, LogoLounge, and HOW Design.