Brand Development + Squarespace Design

As the daughter of a Vietnam veteran, working on A Common Virtue was both a meaningful family collaboration and an opportunity I was honored to take on. The mission is powerful: preserving veterans’ firsthand stories, including the experiences of those who are no longer able to share them for themselves.

Seth, founder of ACV, had already created a clever logo concept rooted in a historically significant photograph. It gave the project a strong, meaningful foundation and an idea I could carry through an entire visual system. I expanded the original mark into a cohesive brand with a defined color palette, alternate logos, custom icons, archival templates and a consistent way to present interviews, photographs and historical materials.

The opportunities for the brand are far-reaching. I translated it across the Squarespace website, interview graphics, email campaigns, marketing collateral, organizational presentations and corporate engagement materials. What began with one strong logo and a powerful collection of firsthand interviews became a complete visual identity capable of supporting the archive as it continues to grow.