Helping those who served with pride, succeed in business.

Heropreneurs is the only registered charity in the UK to work exclusively to help former members of the Armed Forces, and their spouses, fulfil their potential to set up and run their own businesses. Early in 2018, we heard about this fantastic organisation and set out to discover more about its aspirations.

What became immediately clear to us was that the Heropreneurs story deserved to be heard and appreciated by a much larger audience. However, how the brand looked and spoke did not reflect the calibre nor the ambition of its offer, members, or the entrepreneurs it supported.

Each year, the We Launch Ideas initiative offers £25k of creative and strategic brand support to an organisation that inspires us. In 2018 this was awarded to Heropreneurs, and we set out to define the brand and design an identity which celebrated the passion and dedication of our British Armed Forces Community looking to forge a new path in business.

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Brand Positioning & Strategy Brand Identity Visual Language Copywriting Event Collateral Printed Literature

Our work began by understanding and defining the essence of the organisation – learning about its history, values and what it means to people. Once we had fully immersed ourselves in this, our main focus then was to transform all of these attributes in a special way that connects with people – both emotionally and rationally.

The proposition of ‘Business Excellence Forged from Military Precision’ gave a clarity to the brand and shaped the creation of the new visual identity. The logo needed to convey a sense of gravitas and nobility – whilst the colours, typefaces and visual language that surrounded it had to evoke the brand values – Heroism, Mentorship, Experience, Entrepreneurialism. All of this was underpinned by their Not-For-Profit dedication of helping British Armed Forces veterans looking to succeed in business.

Together, the new brand is a celebration of the heroism, experience and potential of some truly astonishing people – exuding British pride.

On 14th November 2018, the Heropreneurs Awards took place at Plaisterer’s Hall in London. The inaugural awards were a sellout, hosting over 150 guests from the Armed Forces, members of Parliament, media and broadcasting.

Held in association with The Telegraph newspaper, the awards recognised and rewarded the achievements of those people who spent their careers caring for their country and who, since leaving the Armed Forces, have gone on to forge successful careers outside of the military services.

From the strategy to the brand identity, We Launch is very proud to have played a small part in the future of such an empowering organisation.

The We Launch team performed an outstanding job of rebranding Heropreneurs. The new image, portrayal and varied messaging, first displayed at the Heropreneurs Awards, has helped the organisation greatly improve its public image - which has resulted in a large increase in the number of veterans approaching the charity for help.

Peter Mountford, Heropreneurs Chairman

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