The VA Way Initiative

Faced with the need for greater alignment and shared direction across teams, the U.S. Department of Veterans Affairs launched The VA Way, a department-wide initiative to support unified delivery. The initiative’s branding and visual identity were shaped through a collaborative process, with creative direction, campaign visuals, and communication materials developed to support adoption. A key component included leading the creation of an audience map to identify stakeholder groups and strategically guide the development of tailored collateral across the organization.