Client: The Art of War Foundation
Project: Logo Development, Website Design and Build
Setting up an inspirational new veterans charity for success
When The Art of War Foundation (TAOWF) asked Hiatus to digitise its identity, the brief was purpose‑built for precision.
The charity, run by veterans for the wider military family, already had an evocative name and a hand-drawn logo, but its digital presence lagged behind its fast‑growing slate of fund‑raising challenges, art auctions and mental‑health outreach.
Our remit was clear and contained: vectorise the core logo for professional use, then design and build a website that could convert visitors into donors, participants and supporters without losing the raw, gritty spirit that sets TAOWF apart.
Vectorising the logo
TAOWF’s existing emblem, a beautifully intricate piece created by one of the founders, Johnny, captured the collision of creativity and conflict, yet the artwork existed only on paper.
We rebuilt the logo as a fully scalable vector, tightening curves, correcting symmetry and establishing a consistent stroke weight so it would reproduce crisply from helmet stickers to six‑metre event banners, giving the team a cohesive visual toolkit for the first time.
Designing a Site Built for Action
With the mark sharpened, we turned to the website. TAOWF’s work ranges from veteran art workshops to Royal Marines–style endurance events, a breadth that can easily overwhelm new visitors.
We countered that risk with a single guiding question: What do you want to do next? The homepage funnels users into a few primary actions, Donate, Get Help, Get in Touch or Buy Art, each backed by bold calls‑to‑action and clear micro‑copy. Clean, modular sections let the charity spin up new event pages in minutes, while a custom artwork‑shop template integrates print‑on‑demand so donated pieces can be sold and re‑printed without manual handling.
To stay on brand, we paired the vectorised logo with a stripped‑back palette: charcoal black, field‑grey accents and desaturated coyote tan highlights that echo ops without drifting into cliché. Large headline treatments and canvas‑texture backgrounds nod to the charity’s creative core, while subtle load‑in effects give the site a sense of movement that mirrors the physical grit of its challenges.
Early Impact
Within four weeks of launch the site has seen a huge uptick in brand engagement on social media and online.
By refining, not reinventing, Hiatus delivered a scalable brand system and action‑oriented website that amplify TAOWF’s mission: harness the power of art and adversity to support those who serve.
See our work at https://www.theartofwarfoundation.com
