Branded Strategy for Mission Clarity

This project showcases three distinct brand strategies developed under the overarching identity of the U.S. Department of Veterans Affairs. Each initiative required a tailored approach to messaging, visual design, and audience engagement while staying aligned with federal branding standards and the values of the VA.

The first focused on the VA Choice Act, where the branding aimed to clarify benefits and access for Veterans seeking care in their communities. The second supported a Leadership Management Retreat, capturing the tone of growth, collaboration, and high-level engagement through polished print materials and event visuals. The third was the Great Catch Awards, a program honoring staff who identified and prevented potential risks in patient care—requiring a warm, celebratory look that highlighted excellence in action. These three distinct efforts demonstrate my ability to shift tone, scale, and style while maintaining consistency within an institutional framework.