CHFP Patch on tactical military backpack in the field
Clay Hunt Fellows Program (CHFP)
I had the honor of creating a new identity for the Clay Hunt Fellows Program – a selective 6-month Team Rubicon incubator that equips veterans with the tools to redefine their purpose and self-identity out of uniform.
Before and after logo redesign
Visually we had several points of inspiration for the new logo:
• Journey: that isn’t always easy or linear to follow.
• Chevron: in reference to Clay's and Team Rubicon's military heritage.
• Mountains: where Clay went for inspiration and a metaphor for the challenges in our lives we strive to overcome.
• Direction: because we all have a purpose in life.
Marine Cpl. Clay Hunt was a founding member of Team Rubicon in 2009 and struggled with depression, panic attacks and post-traumatic stress but threw himself into veterans’ advocacy and humanitarian work. Hunt died of suicide in 2011 and the CHFP was founded shortly thereafter to provide options for other vets struggling with the same issues. In addition to the Brand team at Team Rubicon, I worked closely with Team Rubicon Clay’s parents on the new identity to make sure it would represent Clay at his best, and what he’d have wanted for the program.
Primary (horizontal) logo for the CHFP
Brand system and handful of secondary assets designed to support the CHFP rebrand in tandem with the parent company, Team Rubicon
CHFP new color palette
Social media post and pin swag for the CHFP
3D variation of the CHFP symbol with Team Rubicon symbol nested below
Type + CHFP symbol lockup to be used for Basecamp #8's SWAG and apparel
