In collaboration with Tom Hanks and CAA’s Global Client Strategy division, we brought Hanx For Our Troops to life. The company was founded to create “goods that do some good,” and all profits are donated to a network of partners that support military veterans and their families. Brains owned all branding, packaging, web design and creative direction for the project. When producing brand photography, we created a nostalgic world with modern appeal. We wanted all imagery associated with the brand to feel lived-in and accessible, even familiar.
We also developed a community-driven social strategy through creative content and partnerships with Veteran organizations and Veteran-owned brands.
HANX partners with our sister agency, Mass Culture, for growth marketing.
It took many hands to launch this brand. Thank you to CSA Design, Diff Agency, CAA, Liza Nelson, Danielle Campell, and Cody Guilfoyle.
With a nod to holidays in the military, we used vintage greeting cards, postcards, and postage stamps as inspiration for our 2023 holiday campaign.
Paired with our favorite vintage-inspired fonts, and festive art direction for a Sgt. Peppermint table-top shoot, this became a cohesive campaign moment that lives under the existing brand umbrella.
