Boot Campaign

Brand Identity, Collateral, Campaigns, Digital Design

Boot Campaign’s mission is simple – “To awaken the inner patriot inside all Americans.” And as their name suggests, they do it using combat boots to raise awareness and funds to provide life-improving programs for veterans and military families nationwide. However, their previous identity leaned heavily into commonly used military themes that felt unapproachable to non-military supporters and didn’t serve to differentiate them from similar nonprofits. And while the previous tagline, “Get Your Boots On,” served the mission well in the beginning, its literal call-to-action felt restrictive.

The strategic rebrand was a collaborative effort, working closely with Boot Campaign leadership, including CEO Shelly Kirkland and a handful of trusted veteran consultants. Boot Campaign needed to widen its audience by communicating a broader proposition and illustrating a more approachable way for everyday Americans to get involved. This fresh point of view was summed up in the new tagline, “Lace Up, America.”

The redesign of the logo also evolves the brand identity with a clean, bold and patriot mark that’s flexible enough to work alongside a pair of their iconic combat boots, but strong enough to take the lead on shirts and hats, trucks, social media initiatives and corporate partnerships.

This pivot in brand identity and messaging opened the door to bigger story opportunities, in which all aspects of Boot Campaign’s mission could be told, from awareness efforts to specialized medical treatments for real patients.