Aaron Lewis Foundation // Brand repositioning
The Aaron Lewis Foundation was founded in 2009 by friends and family of Lt. Aaron Lewis, following his death in Afghanistan in December 2008. The Foundation is an all-volunteer charity committed to raising funds and transforming lives through sport and community action in the local area and nationally for service and ex-service personnel.
As the charity celebrated its tenth year, the growth and impact they have achieved has exceeded all initial expectations, and the brand required a full assessment to match their future ambitions.
WE HAVE HEART.
Following consultation with trustees, fundraisers and supporters of the ALF, the core brand values of the brand were established - unity, honour and heart - and implemented under the strategic platform of 'having heart'. For the ALF, 'having heart' means having both passion (for what you do) and compassion (for others), and an underlying commitment to making a difference.
A full assessment of the ALF brand identity was undertaken - from fonts and colours, to layout and crests. Central to the identity was a new 'pulse' graphic - a visual representation of the unexpected reach of the Foundation and it's initiatives.