Portfolio – Project 2

Instructions:

1 - Based upon the jobs you looked at and the requested skills of each, identify a piece you have previously created that you could improve to show you possess the skills being requested, or create a new project to show that you have the skills the employer is looking for.

2 - Create a blog post about this project: who is the audience, what is the message, and what are you hoping to accomplish with the piece, what design decisions did you make, and why you made each one?

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For Graphic Design Portfolio course Project 2, I decided to create a new project to show that I have the skills the Department of Veterans Affairs is looking for in a graphic designer.

Department of Veterans Affairs

The Department of Veterans Affairs (VA) is a cabinet-level executive branch department of the U.S. government. It provides a wide range of benefits and services to Veterans, their families, and survivors. The VA operates the largest integrated healthcare system in the United States, offering medical care through its Veterans Health Administration (VHA). In addition to healthcare, the VA provides non-healthcare benefits such as disability compensation, education assistance, home loans, and life insurance through the Veterans Benefits Administration (VBA). It also manages the National Cemetery Administration, which provides burial and memorial benefits to Veterans and their families.

Values: VA's core values are Integrity, Commitment, Advocacy, Respect, and Excellence, known as "I CARE."

Goals: VHA's Long-Range Plan Framework sets four goals:

• Veterans choose VHA as their provider and coordinator.
• VHA delivers high-quality, accessible and integrated care.
• VHA maximizes performance and leads in innovation.
• VHA optimizes assets across the enterprise.

Mission: VHA's mission is "To fulfill President Lincoln's promise to care for those who have served in our nation's military and for their families, caregivers, and survivors".

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The current logo has become dated, so I set out to create a new, patriotic logo and tagline.

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Current Logo and Tagline:

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My new design:

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Project 2 - Redesigning the VA's Logo:

The audience for this project is twofold:

First, the Department of Veterans Affairs' leadership and design team, who are responsible for maintaining a strong, consistent brand identity.

Second, the millions of Veterans, families, and caregivers who look to the VA as their trusted partner in health care, benefits, and support.

The message is that the VA is not just an institution, but a living promise to honor and serve those who have given so much. By pairing a modern, patriotic emblem with the tagline "Where Every Day Is Veteran's Day!" I'm communicating that respect and gratitude for Veterans is not limited to one day in November, it's a daily commitment.

I hoped to accomplish two things: showcase my ability to take an established brand and refresh it for modern use and create a visual identity that instills pride in the VA's mission while resonating with the public.

It's both a portfolio piece to demonstrate my skills and a design concept that could be implemented in real-world applications, from official signage to digital platforms.

Design Decisions:

I started with a shield, a timeless symbol of protection and honor. I incorporated stars and flowing stripes to represent both the American flag and the VA's role as a steadfast defender of Veterans' well-being.

I used a bold sans-serif typeface for "VA" to convey stability, strength, and modernity, ensuring the letters are immediately recognizable even at small sizes.

The tagline is placed prominently in a clean, legible font, reinforcing the message without overwhelming the main logo.

I created variations in color and black-and-white to ensure the design works across all mediums, from print to web to embroidery.

The deep red, white, and blue palette reinforces patriotism and trust.

The modern typeface and clean composition keep the design current, aligning with the VA's goals of innovation and accessibility.

And the tagline turns the design into a daily reminder of the VA's core values: Integrity, Commitment, Advocacy, Respect, and Excellence.

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