Two VA Center of Excellence booklets asking about health care and exposure to airborne hazards.

AHBPCE – Brandguide & Editorial Pieces

Client: The Airborne Hazards and Burn Pit Center of Excellence

Branding

Branding

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Editorial Design

Editorial Design

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Overview

We teamed up with Meraki Communications Group to create a comprehensive brand guide for The Airborne Hazards and Burn Pit Center of Excellence (AHBPCE) a nationwide initiative dedicated to addressing the distinctive health challenges that affect Veterans after their deployment. AHBPCE collaborates with clinical and research teams within and beyond the VA healthcare system to enhance the quality of care and treatment provided to Veterans grappling with these specific issues

Team

Portrait of Carlos Murguia

Co-Creative Director

Carlos Murguia

Portrait of Jose Caicedo

Co-Creative Director

Jose Caicedo

Art Director

Barbara Condemarín

Junior Designer

Ale Morales

Junior Designer

Angela Santos

Deliverables

Brandguide

Onepager & Print Files

01

Challenge

Collaborating with an organization that requires trustworthiness and approachability posed a significant responsibility for our Creative Cycle and Meraki Communications Group teams. Our collective expertise came together to breathe new life into the AHPBCE brand. This endeavor involved introducing distinctive graphic elements, revitalizing the brand's identity, and bringing it closer to its core mission. This transformation wasn't just a task but a creative resurgence that fortified our commitment to amplifying their message and purpose. The creative journey involved building an ideas dashboard, brainstorming sessions, conceptualization, tool selection, and establishing a robust foundation to facilitate brand development. One key aspect of this process was the creation of a new logo, which needed to transmit a sense of formality and strength to align with its intended platforms. One key aspect of this process was the creation of a new logo, which needed to transmit a sense of formality and strength to align with its intended platforms.

01

Challenge

Collaborating with an organization that requires trustworthiness and approachability posed a significant responsibility for our Creative Cycle and Meraki Communications Group teams. Our collective expertise came together to breathe new life into the AHPBCE brand. This endeavor involved introducing distinctive graphic elements, revitalizing the brand's identity, and bringing it closer to its core mission. This transformation wasn't just a task but a creative resurgence that fortified our commitment to amplifying their message and purpose. The creative journey involved building an ideas dashboard, brainstorming sessions, conceptualization, tool selection, and establishing a robust foundation to facilitate brand development. One key aspect of this process was the creation of a new logo, which needed to transmit a sense of formality and strength to align with its intended platforms. One key aspect of this process was the creation of a new logo, which needed to transmit a sense of formality and strength to align with its intended platforms.

Grid of AHBPCE brand guide pages covering typography, logo use and social templates in blue.

Pages from the brand guide, where we set the typography, the logo rules and the photo direction.

02

Solution

We preserved certain graphic elements to ease recognition among existing users, preserving the color palette, typography, and iconic brand elements. The Creative Cycle team proposed a new approach to graphic photography, taking advantage of the rich information we had collected, incorporating a medical pattern into the visuals, and consistently featuring photographs of VA healthcare professionals and patients in a comforting atmosphere.

The result of the logo we had as a task was resolved using family typography in a narrow version to create a global connection. We also added some stars as a representation of excellence.

Following the graphic guidance allows the client to have a consistent and clear visual message when using the VA logo, typefaces, iconography, color, and secondary visual elements of the Airborne Hazards and Burn Pits Center of Excellence identity.

02

Solution

We preserved certain graphic elements to ease recognition among existing users, preserving the color palette, typography, and iconic brand elements. The Creative Cycle team proposed a new approach to graphic photography, taking advantage of the rich information we had collected, incorporating a medical pattern into the visuals, and consistently featuring photographs of VA healthcare professionals and patients in a comforting atmosphere.

The result of the logo we had as a task was resolved using family typography in a narrow version to create a global connection. We also added some stars as a representation of excellence.

Following the graphic guidance allows the client to have a consistent and clear visual message when using the VA logo, typefaces, iconography, color, and secondary visual elements of the Airborne Hazards and Burn Pits Center of Excellence identity.

Open booklet titled 10 Things to Know: Airborne Hazards and Burn Pit Exposure, with a QR code.
Open booklet titled 10 Things to Know: Airborne Hazards and Burn Pit Exposure, with a QR code.

The outreach booklet answers ten questions in plain language, using the pattern and photography from the guide.

03

Impact

We leveraged AHBPCE's brand identity and employed our iterative and collaborative design approach to provide the center with an additional tool for connecting with its audience.

The challenge of compacting a large amount of information while making it accessible to veterans was met through this outreach booklet. This experience also gave us ideas on how to make large amounts of information available. The content design was attractive in presenting substantial information in an easy-to-distribute and understandable format, effectively serving the needs of our target audience.

Creative Cycle believes meaningful relationships deliver meaningful results. We design with empathy and purpose by genuinely understanding our customers' values, goals, attributes, and needs. Active listening and continuous learning are integral to our creative process. Our most effective outcomes bloom when we team up with our clients.

Contact Creative Cycle to explore how we can support your goals through a unique collaboration.

03

Impact

We leveraged AHBPCE's brand identity and employed our iterative and collaborative design approach to provide the center with an additional tool for connecting with its audience.

The challenge of compacting a large amount of information while making it accessible to veterans was met through this outreach booklet. This experience also gave us ideas on how to make large amounts of information available. The content design was attractive in presenting substantial information in an easy-to-distribute and understandable format, effectively serving the needs of our target audience.

Creative Cycle believes meaningful relationships deliver meaningful results. We design with empathy and purpose by genuinely understanding our customers' values, goals, attributes, and needs. Active listening and continuous learning are integral to our creative process. Our most effective outcomes bloom when we team up with our clients.

Contact Creative Cycle to explore how we can support your goals through a unique collaboration.

Folded flyer for a webinar for healthcare providers, with duotone photos of clinicians and speaker portraits.

Event pieces follow the same rules: duotone photography, the network pattern and the bracketed logo.

AHBPCE Center of Excellence logo with three stars printed in blue on a white textured surface.

The bracketed wordmark with its three stars, printed in blue on an uncoated white cover.

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FAQ

Get quick answers about working with us and our approach to digital solutions.

Ask a question

Ask a question

What’s included in a monthly retainer?

01

Each retainer includes a set number of design or strategy requests per month, priority turnaround, and a dedicated point of contact. It’s built for teams who want ongoing support without starting from scratch every time.

How many requests can I make per month?

02

We typically handle up to two active requests at a time, with new ones queued as they’re completed. Most deliverables are turned around within 48–72 hours, depending on complexity.

Is a retainer better than a one-off project?

03

If you need ongoing design support, faster turnarounds, or regular iterations, a retainer is often more cost-effective and collaborative than starting fresh each time.

Who will I be working with?

04

You’ll work directly with senior designers and strategists. No middle layers, no fluff—just experienced people doing the work.

Do you work with international clients?

05

Yes. Most of our clients are remote. We’re fully set up to collaborate across time zones with clear communication and shared tools.

Let's talk

hello@creativecycle.io

4201 Wilson Boulevard, 3rd Floor, Arlington, VA 22203

Virginia

Make it happen

Let's talk

hello@creativecycle.io

4201 Wilson Boulevard, 3rd Floor, Arlington, VA 22203

Virginia

Make it happen

Let's talk

hello@creativecycle.io

4201 Wilson Boulevard, 3rd Floor, Arlington, VA 22203

Virginia

Make it happen