Event Background
Wreaths Across America is an annual event that delivers wreaths to national cemeteries across the country, honoring our veterans by placing them on graves during the holiday season. This meaningful gesture not only commemorates their service but also unites communities in remembrance. As part of its company giving initiatives, J.B. Hunt has proudly participated by transporting the wreaths nationwide. Over the years, our marketing support for this initiative has expanded, helping to strengthen the connection between our visual brand and the important mission of honoring veterans.
Before
Each year's wrap designs were inconsistent, disconnected, and did not align with the brand's look, feel, or visual strategy.
In 2019, this project started with a challenge - a passionate requester with a specific vision that did not account for design best practices or visual brand strategy. I approached this problem in phases: Complete the design within the short timeline needed to meet the event deadline, maintaining brand standards as closely as the requester’s vision would allow.
After
The goal was to center the message within the framework of the brand. To achieve this, design and content collaborated to develop a concept for a three-year theme that better connects the company visual brand strategy with the important message of honoring veterans.
After three years of a cohesive theme, we repeated the process. We are on year 5 of this approach, which has now expanded to other equipment decals, event apparel and graphics to support company communications.
Before
After
Project Feedback
“[Shelby] does a great job of looking big picture and thinking through how projects can either fit larger purposes or plan how to ensure a recurring project (like WAA [Wreaths Across America]) can be consistently branded over years instead of thinking only of the short-term today.”
