OpenRanks
Brand Showcase
OpenRanks is a volunteer-based support network created to provide a safe, trusted, and inclusive community for LGBTQ+ veterans and their families. Focusing on mental health, OpenRanks connects members with trained peer counselors, confidential communication, and ongoing support.
The process for creating the brand started by identifying the need for a mental-health support system for LGBTQ+ veterans and their families. The brand was developed through research into the community's needs for security, connection, and belonging.
Logo process for OpenRanks
Finalized logo system for OpenRanks
Deep research guided the development of the OpenRanks concept, brand identity, visual language, and eventually the full style guide and supporting digital and print materials.
OpenRanks print and digital assets ideation
OpenRanks printed stationery and digital setup
Creating unique copy for OpenRanks' print collateral involved developing concise, purposeful language that communicated the organization's mission while maintaining a consistent and welcoming brand voice and tone. Copy and images were designed to emphasize security, connection, courage and community, while adapting the message to the purpose of each individual print piece.
OpenRanks print collateral
OpenRanks social media and online branding
Social media images and branding were developed involved brief, engaging messages designed to communicate the OpenRanks brand mission while encouraging connection and community. Language and images were adapted for each platform and post format while maintaining consistent brand voice and tone.
OpenRanks branded guidelines
OpenRanks branded promotional items
OpenRanks uniform and volunteer t-shirts
OpenRanks immersive brand experience for events
OpenRanks community app
The OpenRanks app was developed as an accessible, user-centered platform designed to making finding support simple and intuitive. The interface allows users to personalize their experience, while clear navigation, responsive buttons, and and organized layout make it easy to find resources, connect with support, and move through the app confidently.
OpenRanks alternative animated logo
The OpenRanks animated logos and brand videos extend the visual identity through sound, movement and tone. Warm, hopeful audio and uplifting motion reinforce the OpenRanks brand themes of connection, courage, and belonging, while animation gives the identity a more human and approachable presence across digital media.
OpenRanks brand video
OpenRanks brand video - 30 second commercial