In 2011, local businessman Joe Thompson invited Medal of Honor recipient Jack Jacobs to speak to Knoxville leaders. The overwhelming response sparked a big idea: Bring these American heroes, the Medal of Honor recipients, to Knoxville to connect them—and their stories of extraordinary courage and selflessness—to local veterans and everyday citizens.
The Medal of Honor Convention serves to build brotherhood among the recipients, to revere and respect those who have received the honor posthumously, to foster patriotism and to recognize and award patriotic Americans.
Joe and his co-chair, Chris Coyne, enlisted Designsensory to help make their big idea a reality. Beyond bringing the Medal of Honor Convention to Knoxville, they wanted to create digital and print products that would honor the recipients and inspire the public in new and meaningful ways as well as provide lasting gifts to the Medal of Honor Society (MOHS).
With several significant World War I and II anniversaries in 2014, it was important that the campaign and convention in the “Volunteer State” be successful in perpetuating the legacy of the Medal of Honor.
Designsensory created a comprehensive solution, integrated across multiple channels, that began with the convention bid process and is still underway as the city of Boston prepares for the 2015 convention.
As we began work on the brand identity, we had only limited photo assets of the beautifully crafted medals. We solved the problem by developing one-of-a-kind assets that we incorporated into the 2014 Convention campaign and then gifted to the Medal of Honor Society. Senior Art Director Lindsay Miller traveled to Nevada to oversee never-before-documented footage and photography of the medals and how they’re made.
The website and digital platform features evergreen content, including a database of recipient profiles, that established the core brand identity, print collateral system and look and feel for future conventions.
We developed digital and print materials for both the MOH Society’s Character Development Program and the campaign to promote the Knoxville convention. We launched and provided digital support for a cause marketing campaign, Give Thanks, which invites people to honor the Medal of Honor recipients online.
The twin themes of honoring both recipients and medals carried through all of the convention materials, including the website and iOS app.