Reimagining a national purpose-driven brand
VBG
Veteran Benefits Guide (VBG) was founded by former U.S. Marine and VA disability rater Josh Smith to fix a broken system. After witnessing how Veterans’ claims were often delayed or undervalued, Josh built a better model that has since helped more than 45,000 Veterans claim their disability benefits. As the organization prepared for a national PR campaign, it needed a bold new brand to match its mission, break from overused patriotic clichés, and support a modern digital presence.
Our role
In partnership with an agency leading verbal identity, we reimagined the brand from the ground up. We led the visual identity strategy—including competitive audits, Veteran-centered research, and stakeholder interviews—and designed a new logo system centered around the acronym “VBG,” improving internal alignment and brand recall. The visual identity embraced bold typography, geometric precision, and a modern monochromatic blue palette. We also redesigned and developed the website from architecture and UX to content strategy, launching a digital platform built to scale. Our work included a domain migration and an SEO roadmap to preserve traffic and search equity.
Impact
The rebrand launched in time for the organization’s national campaign, positioning the company with a confident new identity and a high-performing digital presence. Today, the brand stands apart in a crowded field: clear in its purpose, modern in its design, and built for long-term growth.








