The complete brand guidelines for the annual motorcycle, hot rod, and classic car charity ride supporting veteran mental health through equine therapy.
Presented by Andi Schwartz, Xirasol Creative
Verification Checklist
10 of 14 items confirmed.4 items still require committee verification.
How to Use This Checklist
- Review each item in the categories below
- Cross-reference with your official records and documentation
- Note any corrections needed and communicate to Andi at [email protected]
- Look for the * markers throughout the site to find these items in context
Documents & Sources Reviewed — Updated 4/10/2026
Three committee drafts plus verbal confirmation from committee meetings (3/13, 4/10) were reviewed. Committee confirmed S2, S3, S4, E1, E2, and P6 (~$2,100 per veteran). Program details (P1–P3, P5) await Kara's validation of the Windhaven Veterans Program specifics.
Statistics & Metrics
| ID | Item | Status |
|---|---|---|
| S1 | 81% program completion rate | ConfirmedFinal flyer 3/9 |
| S2 | 34+ veterans served/helped | ConfirmedCommittee meeting 3/13 |
| S3 | $63,000+ total raised | ConfirmedCommittee meeting 3/13 |
| S4 | Duration: 5 years of fundraising | ConfirmedCommittee meeting 3/13 — "now in our 5th year" |
| S5 | 17.6 veteran suicides daily | ConfirmedFinal flyer 3/9 |
| S6 | 40-68% dropout rate in traditional PTSD therapy | ConfirmedFinal flyer 3/9 |
Program Details
| ID | Item | Status |
|---|---|---|
| P1 | Session length: 90 minutes weeklyNot referenced in any draft | Pending |
| P2 | Program duration: 8 consecutive weeksNot referenced in any draft | Pending |
| P3 | Group size: 2-4 veterans per sessionNot referenced in any draft | Pending |
| P4 | Cost to veterans: FREE | ConfirmedFinal flyer 3/9 |
| P5 | Includes licensed cliniciansNot referenced in any draft | Pending |
| P6 | Cost per veteran: ~$2,100 for 8-week program | ConfirmedCommittee meeting 4/10 |
Event & Vendor Details
| ID | Item | Status |
|---|---|---|
| E1 | Event attendance: no hard numbers in marketing — use aspirational language ("with your help, we hope for 100 or more") | ConfirmedCommittee meeting 3/13 — ~64 last year, avoid liability |
| E2 | Vendor deposit: $25 up-front, refundable once set up on event day | ConfirmedCommittee meeting 3/13 |
Important Note
Statistics and program details were compiled from provided documents and public sources. The WRFV Committee should verify these figures before this brand identity system is finalized.
Brand Story
The Challenge
Every day, 17.6 veterans die by suicide. More than 10 never sought help — not because they didn't need it, but because traditional treatment failed them. On average, 40% of veterans drop out of traditional PTSD treatment, with some rates hitting 68%.
The Transformation
In the mountains of Yacolt, Washington, the Windhaven Veterans Program offers a safe, effective alternative. By partnering with horses — animals that are naturally hyper-vigilant — veterans find a kindred spirit and learn real-time strategies to regulate their own stress. The result: an 81% program completion rate.
The Resolution
The Windhaven Ride for Veterans exists to fund this lifeline. Every rider who registers, every sponsor who steps up, every community member who shows up — they are the reason this program stays free and accessible. This isn't just a ride. It's a mission with a throttle.
Brand Strategy
The strategic foundation that guides every touchpoint and decision.
Brand Positioning Statement
For motorcycle riders, classic car enthusiasts, and community members in the Pacific Northwest who want their passion to mean something, the Windhaven Ride for Veterans is the only charity ride event where 100% of rider donations go directly to veteran mental health. Unlike traditional fundraisers that skim off the top, our sponsors cover all event costs first — so every dollar you give goes directly to veterans.
Brand Personality & Archetypes
The Hero
Bold, courageous, driven by a noble cause. The Hero doesn't just talk about change — they ride toward it.
The Everyman
Grounded, community-first, unpretentious. Your neighbor's Legion post doing something that matters.
Human Traits
Target Audiences
| Audience | Who | Need | How We Serve |
|---|---|---|---|
| Riders | A meaningful ride | Motorcycle, hot rod, classic car owners in SW WA / Portland metro | Escorted scenic ride, 100% to veterans |
| Sponsors | Authentic visibility with accountability | Small-mid businesses in Clark County | Tiered packages ($250-$3K+), full transparency |
| Veterans | Effective support without reliving trauma | Active duty, veterans, families in PNW | Free equine therapy funded by this event |
| Community | Support veterans without needing a bike | Families, supporters, walk-ins | Free walk-in, vendor village, music, food |
| Vendors | Access to a growing community of riders, car enthusiasts, and supporters | Food trucks, merch, service providers | $25 up-front deposit (refundable once set up on event day), first-come selection |
Competitive Advantages
100% Pass-Through
Sponsors cover all costs. Every rider dollar goes directly to veterans.
Proof: $63K raised (5 years), zero deductions
Proven Outcomes*
Equine therapy with 81% completion rate.
Proof: 81% vs. up to 68% dropout traditional*
Full Transparency
Monthly public financial reports.
Proof: 501(c)19, EIN: 91-6031078
Community Roots
Real Legion post, real veterans.
Proof: 5 consecutive years
Multi-Vehicle
Motorcycles, hot rods, classic cars.
Proof: Only PNW ride combining all three
Key Messages
Elevator Pitch
The Windhaven Ride for Veterans is a fully escorted motorcycle, hot rod, and classic car ride through scenic southwest Washington — where your passion for the road funds life-saving equine therapy for veterans who need it most. Sponsors cover all event costs, so 100% of your registration goes directly to veterans. Zero off the top. Five years running, 34 veterans helped, 81% program completion rate. This isn't just a ride. It's a mission with a throttle.
“Ride with Purpose. Honor with Action.”
Value Props by Audience
Riders
A meaningful ride
“Your ride funds a veteran's path back to life. Zero off the top.”
Sponsors
Authentic visibility with accountability
“Your name on a mission, not just a banner.”
Veterans
Effective support without reliving trauma
“You served. Now let us serve you.”
Community
To help without needing a bike
“Show up. That's how you change a life.”
Approved Proof Points
Use only these stats in communications:
- 34+ veterans helped
- $63K raised / 5 years
- $20K goal 2026
- 81% completion rate
- 17.6 veteran suicides daily
- 40% avg dropout (up to 68%)
- 100% transparency
Hashtag Strategy
Primary:
Secondary:
Event Patch
Every registered participant — whether riding a motorcycle, hot rod, or classic car — receives the official 5th Annual commemorative patch.
Patch Design
The circular commemorative patch features the iconic symbols of our event: a classic motorcycle, vintage hot rod, and horse representing our connection to the Windhaven Veterans Program. The American flag backdrop honors those who served.
Who Receives It
- Registered Riders — $25 registration
- Registered Passengers — $10 registration
What's Included
- ✓ Commemorative 5th Annual Patch
- ✓ Fully escorted scenic route
- ✓ Opening ceremonies with guest speaker
- ✓ Live music, food & community
- ✓ 100% of your registration goes to veterans
American Legion Riders • Chapter 168 • Amboy, WA
Proudly organized by American Legion Tum Tum Post 168
Donation Messaging
Promote the ability for supporters to donate directly without registering for the ride. This expands our donor base beyond just participants.
Primary Headline
“Increase Your Impact, Donate Now!”
Use this headline when promoting direct donations on the website, social media, and print materials.
Supporting Copy
“Consider a little extra donation (in increments of $5.00), it really makes a difference!”
“Add a little extra on top of your registration to really help us push the bar! Every dollar means so much and makes a huge difference. Thank you!”
Suggested increment: $5.00 USD
Key Points to Emphasize
100% Goes to Veterans
All donations go directly to veterans
No Registration Required
Anyone can support the cause without attending the ride
Tax Deductible
501(c)(19) nonprofit organization
Brand Mark Gallery
The WRFV logo system includes five approved variants for different applications. Each variant is optimized for specific use cases and sizes.
Design Large
Full brand mark with eagle, classic car, motorcycle, and complete typography. Best for hero sections, banners, and large format applications.
Design Medium
Simplified eagle shield with full color palette. Ideal for mid-size applications, signage, and merchandise.
Design Medium One Color
Single-color eagle shield in Legion Navy. Perfect for embroidery, screen printing, and single-color applications.
Wordmark Large
Full wordmark with tagline "Ride with Purpose. Honor with Action." Best for headers, email signatures, and formal communications.
Wordmark Small
Compact wordmark without tagline. Ideal for small spaces, social media profiles, and favicon applications.
Do
- Use approved color combinations only
- Maintain clear space equal to the "W" height
- Use on approved background colors
- Scale proportionally (lock aspect ratio)
- Use provided files—never recreate
Don't
- Stretch, skew, or distort the logo
- Change or substitute colors
- Add effects (shadows, outlines, gradients)
- Place on busy or conflicting backgrounds
- Rotate or crop the logo
Clear Space Rule
Always maintain minimum clear space around the logo equal to the cap height of the "W" in WINDHAVEN. This ensures the logo maintains visual impact and legibility in all applications.
Color Palette
Our color palette reflects the gritty authenticity of biker culture paired with the dignified heritage of military service.
#231F20RGB: 35/31/32
Dominant dark, outlines, heavy type
#192A4ARGB: 25/42/74
Patriotic anchor, formal backgrounds
#A11220RGB: 161/18/32
Action, urgency, CTAs
#AB9C6DRGB: 171/156/109
Heritage, patch fields, accents
#E8DEC6RGB: 232/222/198
Primary light background
#C0C0C0RGB: 192/192/192
Metallic accents, secondary UI
Approved Combinations
Sample Text
Accent Color
Hero sections, shirts, banners
Sample Text
Accent Color
Sponsor docs, stats bars
Sample Text
Accent Color
Flyers, body content, documents
Sample Text
Accent Color
Badges, callout boxes
Social Media & Marketing
Ready-to-use profile copy, hashtags, and content mix guidelines.
Social Media Profile Copy
5th Annual Windhaven Ride for Veterans · Aug 15, 2026 · Yacolt, WA. Motorcycles, hot rods & classic cars riding for veteran mental health. 100% of rider donations go directly to veterans. Sponsors cover costs. Zero off the top. American Legion Tum Tum Post 168. WRFV.ORG
5th Annual · Aug 15, 2026 · Yacolt WA 100% of rider $ to veteran mental health Sponsors cover costs. Zero off the top. WRFV.ORG
5th Annual Windhaven Ride for Veterans · Aug 15, 2026 · Yacolt, WA. 100% of rider donations to veterans. Sponsors cover costs. WRFV.ORG
Hashtag Strategy
Facebook
Instagram
Twitter/X
Content Mix