VOB is more than a name — it’s a lifeline. Built to serve ex-military personnel re-entering civilian life, the brand needed to do justice to the courage, vulnerability, and resilience of its community. This wasn’t just about looking good. It was about building trust, fast.
Design Appeal was brought in to create a brand identity that felt both solid and supportive, a visual flag in the ground that veterans could rally around.
Brand Positioning:
We sharpened VOB’s message to resonate deeply with ex-service personnel. Words matter, especially when your audience has seen and done more than most.
Visual Identity:
Delivered a bold, military-informed identity with a modern edge, think structured typography, disciplined use of space, and a color system grounded in trust and strength.
Tone of Voice:
Direct. Supportive. No fluff. We developed a voice that speaks to veterans like equals, not patients or statistics.
VOB now walks the line between discipline and empathy, a brand that’s credible, but human. Familiar, but forward-facing.
The result? A brand that honours the past while actively building futures, with real-world training, counselling, and community at its core.
