Hero Company

Hero Company was created by the charitable, pet-focused brand HomeLife Media to help our veterans. Every purchase helps fund service dogs for veterans.

The target audience was patriotic, rugged, and rebellious with a no-messing-around “mean what you say, say what you mean” mentality. A large portion of the product line would focus on jewelry and everyday carry gear, so we were also appealing to an aesthetically-focused type.

We created scenes with texture, moody lighting and posture, and built a visual system around bold expressive typography, and bringing veteran’s stories to life – using veterans to model, showing off their tattoos, and depicting solitary, sometimes vulnerable, moments shared with their companion dog.