What became immediately clear to us was that the Heropreneurs story deserved to be heard and appreciated by a much larger audience. But how the brand looked, and spoke, did not reflect the calibre nor the ambition of its offer, members, or entrepreneurs it supported.
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’ shaped the new visual identity that followed. 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.
This weekend, on Remembrance Sunday, many of us will take some time to reflect and consider the sacrifices our service men and women made for our country. As we look back to remember those who fell in service, we also look forward to support those who returned home to life after service.
On the 14th November the Heropreneurs Awards take place in London. The awards will recognise and reward the achievements of those people who spent their careers caring for this country and who, since leaving the Armed Forces, have gone on to successful careers outside the military services.