Case Study

Project Overview

Central Oregon Veterans Ranch provides a veteran-led community space on a 19-acre working ranch where veterans of all ages and backgrounds gather, contribute, and belong. COVR’s distinction lies in its land-based, veteran-driven approach—rather than offering services to veterans, the Ranch creates space for veterans to lead, work alongside each other, and build community through shared stewardship of the land.

The brand design challenge was to create a visual identity that authentically represents this hands-on, land-connected character while establishing a professional foundation for growth. The logo needed to honor military service, reflect Central Oregon’s high desert landscape and working ranching heritage, and communicate the distinctive combination of veteran leadership and purposeful work that sets COVR apart in the region’s veteran community.

The resulting brand identity balances strength with warmth, tradition with approachability, creating a mark that veterans recognize as their own—rooted in both service and the working land they tend together.