virginia war memorial

This work was produced as a volunteer cause-project organized by the VCU Brandcenter. It was selected by the Virginia War Memorial Foundation as the winning idea for future development that coincides with the $26 million expansion of the facility.

Built in Richmond, VA in 1955, the Virginia War Memorial serves as a shrine of memory dedicated to fallen Virginian soldiers from World War II to the present.
Its presence goes far beyond memorialization. It serves as an educational and archival lens into the complicated topic of war.

THE PROBLEM
Very few people understand what the Memorial stands for. They wrongly link it with Richmond’s Confederate history.
They’re also unaware about the dynamic educational elements the Memorial offers to the public.

THE OPPORTUNITY
We developed a clear brand identity that the public can understand immediately.
We also added a subtle, yet effective, change to the name.

Adding ‘Museum’ to the name puts the site into the same category as Richmond’s most popular attractions such as the VMFA, ICA, and the Science Museum.

STRATEGY
War is a divisive topic. We all may not agree on the purpose of war, but we can all agree on supporting the people who put themselves in the line of fire for our safety.
The Memorial’s purpose is to honor the Virginians who made the ultimate sacrifice for their country. Is there a better way of communicating this purpose than to bring their stories to life?

The Virginia War Memorial & Museum unites us in remembrance.

PRINT
Vintage-style messages

Our branded bus will shuttle local veterans to gather and commemorate at the Memorial & Museum.

COMMUNITY INTERNSHIP
The Memorial & Museum currently lacks the necessary manpower to uncover all the stories behind the names on the wall. An intern-one with an interest in Virginia military history-will be selected to help reveal these vital stories.