U.S. Department of the Army

The Army Wounded Warrior Program was a young organization and needed an exhaustive marketing plan with accompanying collateral. Because the Warriors are the heart of the core message and main mission, all marketing material needed to sensitively capture the spirit, hope, and courage of these wounded veterans.

Rings Leighton created a fresh identity including a logo and brand, an E-newsletter entitled The Journey, media kit, brochure, annual report, web site, travelling exhibit panels, trade show booth, and miscellaneous print and web elements. The AW2 logo had to incorporate the U.S. Army logo, colors, and brand. It was given a warm, personal touch with a hand drawn oval. The WTC star conveyed transition, mirroring the Command’s mission to help facilitate a soldier’s passage from military to civilian life. Key components of the campaign were individual warriors, their families, and their stories of personal struggle and triumph. Our in-house photographer conducted a photo shoot at Walter Reed Army Hospital. Included in this shoot was the new spokesperson for the AW2. His story became a key element on all collateral material. This campaign won the prestigious Astrid Gold Award for Best in Show and was honored by Major General Gary H. Cheek, deputy commanding general, U.S. Army Central.