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Veterans Crisis Line

Client

U.S. Department of Veterans Affairs

Art Direction, Graphic Design

About the project

This work was dedicated to finding innovative ways to reach the nation’s diverse community of more than 20 million veterans with messages that will resonate with them and those who support them.

I evolved the Veterans Crisis Line brand by collaborating with and integrating feedback from veteran advisors, subject matter experts, research analysts, and feedback from veteran focus groups to create more relatable and approachable graphic visuals and content. Developed comprehensive branding guidelines for the Veterans Crisis Line transition to the new “Dial 988 then Press 1” hotline for suicide prevention and mental health services, ensuring clarity and accessibility in messaging. Directed a complete refresh of VeteransCrisisLine.net, enhancing user experience by incorporating relatable imagery and clear information about services offered.

The lockup before and after the hotline change: “1-800-273-8255 PRESS 1” at left, an arrow, then “DIAL 988 then PRESS 1”. The refreshed VeteransCrisisLine.net homepage on a laptop, led by a “24/7 confidential crisis support” panel over a portrait of a Veteran. Interior pages of the refreshed site — “About Us” and “How It Works” — explaining in plain language what happens when you call.
The Veterans Crisis Line Branding Guidelines cover beside interior spreads on logo use, colour and type.
“DID YOU KNOW?” social graphic over a woman on a phone call: “When you contact the Veterans Crisis Line, you decide how much information to share.” “DID YOU KNOW?” social graphic over a bearded Veteran in a denim jacket: “The Veterans Crisis Line has connected 1.3 million Veterans to local VA suicide prevention coordinators.” “DID YOU KNOW?” social graphic over a couple sitting together: “Every Veteran can connect with the Veterans Crisis Line.” “DID YOU KNOW?” social graphic over a responder wearing a headset: “A trained responder answers every Veterans Crisis Line call, chat, and text.” Social graphic over hands holding a phone: “Millions of Veterans have reached out for support. There's no shame in asking for help.” Social graphic set in stacked white panels: “It's OK to not be OK. to ask for help. to call.” #SuicidePreventionStartsWithMe social graphic: “Self-care isn't selfish. It's essential.” #SuicidePreventionStartsWithMe social graphic over two people at a laptop: “Break the silence. Start the conversation.”
Paid media banner over a Veteran in a cap: “When the going gets tough, help is just a call away.” with a Get Help button. Paid media banner over a young Veteran: “Need support now? Connect with the Veterans Crisis Line 24/7.” with a Get Help button. Paid media banner over a woman looking to camera: “24/7 confidential crisis support for Veterans and those who care about them.” Paid media banner showing the crisis chat screen on a phone under “When the going gets tough, help is just a call away.”
A Veterans Crisis Line digital board on a Las Vegas street during Super Bowl week, crowds passing in front of it. A second Las Vegas street placement from the same week, the “Need support now?” board beside a crosswalk.
A roadside billboard: “24/7 confidential crisis support for Veterans and their loved ones”, with the Dial 988 then Press 1 lockup. A roadside billboard: “It's OK to not be OK, to ask for help, to call.”, with the hotline and chat details.

More Samples of Work

The rebranded dcg mark — overlapping navy and lime shapes beside the lowercase wordmark — as a die-cut sticker on a laptop lid.

DCG Rebrand

Art Direction, Graphic Design

A vertical “Be There for Veterans” banner on a tower in Times Square, New York City.

VA Office of Suicide Prevention

Art Direction, Graphic Design

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