Government: VFF Vertical

Building a B2G brand credible enough for federal buyers

Creative Manager | 2017–2019

Brand identity, photography direction, catalog systems, trade show, campaign

The Approach

  • Rebranded the vertical end to end rather than patching individual pieces.

  • Directed high-end product photography to reposition institutional bedding as considered, designed product.

  • Built a complete sales system, catalog, cut sheets, and materials designed for both federal procurement and distributor channels.

  • Owned the trade show presence at AUSA, the U.S. Army's national annual meeting and exposition.

The Challenge

The Government vertical sold textiles into military lodging, naval vessels, and disaster relief bedding, blankets, shower curtains, bed-in-a-bag programs.

The product met the federal standards. The brand materials didn't reflect that.

Selling into government procurement and national distribution required materials that signaled institutional credibility, not commodity supply.

What We Made

  • Brand identity refresh

  • Product photography direction

  • Full product catalog

  • Federal procurement cut sheets

  • National magazine advertising

  • AUSA tradeshow design + video

  • Distributor sales materials

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The Result

  • Catalog and sales materials deployed across U.S. military bases

  • Campaign work published in Defense Communities and Military Club

  • Materials supporting national distribution partnerships including American Hotel Register, Grainger, and HD Supply

  • Performance figures are not disclosed; the vertical has since closed.

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