Branding & Visual Identity Development
Case Study:
Operation Homefront Branding
Context (Inside the Jar)
Operation Homefront, a national non-profit providing $40M in annual programming, hired a branding firm after a lengthy RFP process to facilitate a comprehensive rebrand. When the vendor couldn’t deliver quality results, I stepped up to rescue the logo redesign and visual identity development for the organizational rebrand.
Already familiar with the existing branding and mission, I knew Operation Homefront needed branding that would resonate with their diverse audiences and position their mission in the future, rather than the past. I needed to set them apart in the sea of Veteran Service Organizations, and transform their current identity from traditional to a meaningful, strategic mission.
Creative Direction
I facilitated a comprehensive visual rebrand through:
Creating a reinvented logo, steering toward the mission
Developing a cohesive visual identity system and brand guidelines
Creative Solutions
Created a distinct logo that focuses on their mission to serve the whole military family with permanent and transitional housing programs, not just the service member or veterans, in a logo with a familiar yet modern shape
Developed and executed a cohesive visual identity with a classic, patriotic color palette that provided visual continuity and reinforced the military connection
Incorporated photography guidelines that elevated families and program benefits prioritizing authenticity, dignity, and joy, and images used across high profile publications and activations such as the Annual Report and award-winning national campaigns
Strategically developed and implemented new identity and brand guidelines across every point of contact, including branding and build out of a new print fulfillment store and other business tools
“Shelby was instrumental to the success of the new Operation Homefront branding and logo design and our brand rollout. She provided key insights on the the branding, took over when our vendor struggled, and elevated the brand and logo. Her creative talents and promptness allowed us to complete our brand rollout early and will have a lasting impact across the organization.”
–Brig Gen John Pray, former President & CEO, Operation Homefront
“Shelby is an expert designer who excels at translating project briefs into impactful visuals. Her ability to understand and interpret complex concepts truly sets her apart.”
–Katie Zeller, former Director of Brand & Creative Services at Operation Homefront
Impact
The transformed branding and visual identity provides Operation Homefront with:
A clearer expression of their important mission to serve military families
Cohesive, strategic branding across campaigns, events, programs, and national collateral
Mission-focused, brand aligned imagery captured at events connects donors and partners to the people Operation Homefront serves, and in turn, the families see themselves with pride and strength
Continuity and clarity across touchpoints for all audiences, especially in their high-impact Annual Report.
With their refreshed identity and logo, I laid the foundation for Operation Homefront to fortify their mission. In 2024, they:
Exceeded their $100 million goal for the multi-year comprehensive campaign, raising $138 million for their mission
Supported 895 military families through relief programs
Fulfilled nearly 2,000 requests for Critical Financial Assistance, totaling $3 million, to help families rise above financial instability
Supported 125 families through their permanent and transitional housing programs
Served 21,332 families through recurring family support programs
Operation Homefront is now positioned to be the provider of choice for military families who need financial assistance and housing programs for years to come.
