Team Red, White & Blue

Our partnership with Team Red White and Blue (Team RWB) began at its inception, and we've been instrumental in transforming it into a powerful and cohesive brand for American veterans. Starting with strategic positioning, storytelling, and logo creation, we successfully shaped the complete brand.

Services Provided

  • Brand Audit

  • Messaging Strategy

  • Competitive Analysis

  • Campaign Strategy

  • Brand Story

  • Logo Design

  • Brand Guidelines

  • Identity Management

  • B2C Website Design

  • Mobile Apps

  • Social and Digital Strategy

  • Brochures and Sales Collateral

  • Annual Reports

  • Posters

  • Live Action Video

  • Digital Platforms

  • HTML Emails

  • PowerPoint Presentations

  • Print Advertising

  • Digital Advertising

  • Event Merchandise

  • Pop-up Banners 

Project Overview


  • Team RWB aimed to provide veterans with an experience centered around positivity, physical fitness, community, and purpose upon their return home

  • They sought a professional and memorable identity system to attract ideal donors and partnerships while being prominently brand-forward

  • The objective was to establish an identity that effectively communicated Team RWB's values and goals to resonate with their target audience, including donors and partners


  • Crafted a robust and memorable patriotic emblem, embodying a military focus, fostering visual recognition, and serving as a source of pride for veterans and athletes

  • Introduced the rallying call "Wear the Eagle," encapsulating the essence of being a part of Team RWB, which served as a powerful call to action

  • Developed a variety of print and digital pieces to reinforce the brand's identity


  • The collaborative efforts have led to significant results, including increased brand awareness

  • The rallying call has not only fostered unity within Team RWB but also served as a powerful motivator, sparking meaningful conversations and attracting ideal donors and partnerships.

  • This holistic approach has helped Team RWB establish a brand that effectively communicates its mission and vision while embodying positivity, fitness, community, and purpose for veterans.

Inspired by iconic American imagery and military patches, the new logo introduced a core component of the Team RWB brand: the Eagle.

Team RWB executes a number of flagship events every year, attracting both veterans and civilians to come together through physical activity. For these occasions, Rule29 developed several different event logos to visually connect them to the overarching brand.

We've been fortunate to evolve the brand and guidelines as Team RWB has grown across more than 190 U.S. locations with hundreds of thousands of members.

The most important thing for me has been the relationship we’ve developed.

To me, that is so important and sets organizations apart. Obviously, they want to grow, and they’ve been growing, but their commitment to remaining a relationship-based company, to me, just speaks volumes about who they are from a core values standpoint.

Mike Erwin

Executive Director, Team Red, White & Blue

Spreading the Word

To educate and inspire potential members of Team RWB, we have built a number of evergreen brochure pieces, as well as flexible poster templates, that share the organization’s mission and efforts. With so many local chapters and events, we also assist their internal team with ensuring brand consistency wherever possible.

With such a far-reaching and passionate audience, the Annual Report is a critical tool to communicate Team RWB’s yearly goals, progress, stories, and financial data. The Annual Report was distributed as a printed piece, as well as a microsite with sharable data points. 

The Website Experience

Team RWB's updated website was carefully designed to showcase the organization's extensive library of imagery and video to help users visualize the "Eagle Ethos," while also communicate key messages. Scalable for both national audiences and local chapters, the website invites users into the spirit of the organization and creates simple pathways to get involved at a deeper level.

With content shared extensively through social media due to a highly-engaged audience base, Rule29 took great care in creating a consistent style for posts – all emphasizing what makes Team RWB special for veterans and civilians.

Connecting a Community

Team RWB was facing a challenge of not being to consistently track event attendance. To overcome this hurdle, Rule29 worked with Team RWB to create a mobile app that allows for greater data collection and a stronger connected network for the veterans. The app makes it easy for veterans to quickly search and register for events, discover other veterans in the area, and share events with other veterans and civilian supporters.

Team RWB is honored to work with Rule29 and we cannot thank them enough for the support and guidance they have provided to our organization since day one.

We have collaborated on a variety of large initiatives including a complete redesign of our website, launching our first APP and Annual Report, completely updating our brand guidelines, and refreshing all of our marketing collateral.

Dan Brostek

Chief Digital Officer, Team Red, White & Blue

Stories for Success

Video storytelling has been integral to Team RWB’s communication strategy, creating engagement and enthusiasm for the core mission of the organization. Rule29 created videography guidelines to ensure every video upheld the highest possible production value and brand consistency, while also giving video teams the freedom to craft videos that reflect the intended message or subject matter.
A video about Team Red White & Blue: Our Impact
Team Red White & Blue: Our Impact

A Rally Cry for Veterans and Veteran Advocates

Today, at marathons, triathlons, and other sporting events, you’re sure to see athletes proudly wearing their Nike Team RWB Eagle shirt. The organization has been featured on Fox & Friends, Today, The Daily Show, The View, and NPR, and has been covered in Psychology Today and many other national publications and media outlets.


Events tracked on the app


Increase in web traffic after launching the new website


Members since the initial brand launch


This project has been recognized by Graphic Design USA, AIGA, LogoLounge, and HOW Design.