Identity Design
Trupr Brand Guidelines
Trupr is a brand identity project focused on creating an organization that bridges the gap between veterans and the resources they need after service. The objective was to redefine the brand through the meaning of its mission—supporting those who have served by providing accessible assistance beyond what traditional systems can offer. The identity was designed to communicate strength, trust, and transition, using bold colors and a refined slab serif typeface to create a brand that feels both authoritative and approachable. Inspired by military equipment and the journey from service to civilian life, the supporting brand elements transform familiar objects into symbols of progress and support. The result is a cohesive identity that honors veterans’ experiences while positioning Trupr as a reliable partner in their next chapter.
Objective
Identify, design and execute a brand identity for a passion project: graphic design meets giving back.
Strategy
Trupr is meant to fill the void between what the Department of Veteran Affairs can provide and the where veterans are themselves. Government agencies are hard to navigate; battling the bureaucracy makes it difficult to get help in a timely manner. From job interviews to just putting food on the table, Trupr supports our soldiers.
In this project, the goal was to brand an organization that would give back to this unique market: veterans. The bold colors and slab serif type are simple yet sophisticated. Brand extensions are stylized versions of actual military gear, providing a smooth transition from service to civilian life.
