Care for Veterans provides residential and respite care for ex-service personnel and their families, who require nursing care and rehabilitation. They enable residents to live as independently and actively as possible in an environment that they can think of as their home.
We renamed the charity 'The Queen Alexandra Hospital Home' to 'Care for Veterans' to clarify and convey what the charity do, to help reach a wider audience and expand their network of supporters. This allowed us to create a visual framework that can be easily adapted in-house to cater for any communication purpose, from adverts and brochures to vehicle livery and signage.
Much like the name, clarity is at the forefront of the visual identity. The symbolic 'V' icon is inspired by service decoration. The icon is evocative of veterans medals, but also acknowledges the award-winning and life changing work of the charity.