Scope: Logo Vectorization, Print & Large-Format Signage, Brand Copywriting, Style Sheet & File Handoff Guide

Tools & Deliverables: Vector Artwork (SVG/EPS/PDF), Custom Typography, Large-Format Print PDF Assets, Brand Style Sheet, File Handoff Guide

1. Project Overview & Background

The Fort Lewis Thrift Shop serves the Joint Base Lewis-McChord (JBLM) military community by providing low-cost shopping while directing 100% of its proceeds back into local military families, school programs, units, and higher-education scholarships.

While the shop had a deeply established local legacy, its visual presence and operational assets needed a modern, cohesive refresh. The client reached out for assistance with:

• Vectorizing their legacy logo into clean, scalable formats for modern print and digital media.

• Designing updated physical signage for roadside visibility, donation drop-offs, and store policies.

• Drafting concise mission statements and taglines to clarify their purpose across marketing channels.

• Creating a complete Brand Style Sheet and File Usage Guide to empower their in-house social media content creator to maintain brand consistency.

2. The Challenge

1. Asset Degradation: The original legacy logo existed primarily in low-resolution formats unusable for large-format physical signage or crisp web headers.

2. Physical Site Navigation & Compliance: The physical shop required high-impact, professional signage for roadside visibility, clear donation shed instructions, and surveillance policy enforcement.

3. Inconsistent Brand Execution: Without formal brand guidelines, internal marketing efforts lacked unified colors, fonts, or file usage protocol. The client needed a clear bridge between professional design assets and everyday content execution.

3. The Solution & Deliverables

A. Logo Vectorization & Brand Identity Systems

• Legacy Vectorization: Digitized and rebuilt the original legacy logo into infinitely scalable vector formats (EPS, SVG, PDF) and optimized web formats (PNG).

• Asset Variations: Established clear hierarchy with Primary Marks (for headers and main collateral), Secondary Marks (for compact layouts), and Favicon icons (for web browsers).

• Brand Style Sheet: Built a visual system connecting Pacific Northwest (PNW) nature with military community roots:

  • Primary Palette: Sound Blue (#1E2F50), Cascade Crest (#29388F), and Ever Green (#1B9447).

  • Secondary Palette: Dull Azure (#8391AE) and Timber Charcoal (#353831).

  • Typography Profile: Integrated character-rich display typefaces (Bakerie Rough-Heavy, Desire Pro-Regular, and Gin-Regular) to blend rustic charm with structured reliability.

B. High-Impact Environmental Signage

Designed commercial print-ready signage scaled for vendor production (e.g., Minuteman Press) in full CMYK color space:

• Roadside Signs (24" × 36"): Built for maximum vehicle visibility on base.

• Donation Shed Signs (24" × 36"): Designed to streamline donor flow and drop-off guidelines.

• Surveillance & Policy Poster (27" × 40"): Clean, authoritative poster layout for property compliance and security.

C. Mission Statements & Strategic Copywriting

Developed a modular copy library ranging from punchy taglines to comprehensive mission statements for web and print applications:

• Core Mission (Impact & Heart-Centered): "Our mission is to uplift and empower the JBLM military community. Through quality, low-cost thrifting and generous donations, we turn everyday shopping into impactful funding for local schools, military units, educational scholarships, and community programs in need."

  
  

• Tagline Suites: Created punchy, action-oriented taglines such as "Shop Local. Support JBLM.", "Thrift with Purpose. Impact Our Community.", and "Small Prices, Massive Impact."

  
  

D. Social Media & File Handoff Guide

To ensure seamless long-term adoption by the client’s in-house content creator, I developed an accessible, multi-channel execution guide:

• RGB vs. CMYK Standards: Plain-language rules explaining when to use RGB PNGs (social media, email, web) versus CMYK PDFs/EPS files (commercial print, signage, apparel).

• Logo Do's & Don'ts: Visual guidelines covering aspect ratio locking (holding Shift while scaling), clear space requirements ($X$-height rules), contrast ratios for web accessibility, and minimum print/digital sizing.

4. Impact & Results

• Production-Ready Signage: Replaced outdated physical signage with crisp, professional large-format prints built to exact vendor specifications.

• Empowered Internal Team: Provided the in-house creator with a turnkey brand toolkit, eliminating guesswork around color codes, file types, and visual hierarchy.

• Unified Messaging: Equipt the organization with clear, impact-driven messaging that highlights their charitable contribution back to the JBLM community.

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