Propper Daley

Case Study

The Warrior Wellness Alliance

George W. Bush Institute


Connecting Veterans with Care

Project Type

Strategic Communications

Impact Area

Veterans Issues

Client Type


Client Need

The Warrior Wellness Alliance is an initiative of the George W. Bush Institute. The WWA works with veteran serving organizations and peer-to-peer networks providing Veterans a platform to connect and support one another. This first-of-its-kind Alliance network developed a unique tool and model, making rigorously-vetted mental-health care a 1-2 contact experience for vets all in pursuit of a human-centered mission: connecting, with care. However, because the Alliance has multiple member veteran organizations who, in turn, have multiple peer to peer networks, the teams at the Warrior Wellness Alliance and George W. Bush Institute enlisted PD’s help in developing and deploying strategic messaging that was both unifying and also deftly crafted to be grafted into the daily reality of how member organizations approach their work.

We came to Propper Daley seeking support for one of the Bush Institute’s most pressing initiatives: getting veterans access to high-quality care for mental and brain health. Propper Daley’s team helped us develop an accessible and unique communications plan that translated our clinical language into a message platform that resonated with the veterans we were trying to reach. Propper Daley did a wonderful job of quickly learning our work, navigating the internal and external stakeholders on the project, and delivering what we needed.

Hannah Abney
Chief Communications Counselor

Our Approach

Propper Daley identified that in order to highlight the WWA’s purpose of assisting veterans in navigating a confusing mental-health care landscape, the WWA itself must be seen as an effective and easy to use platform AND the interaction must be human-forward, leveraging the interpersonal nature of authentic peers with lived experience that can push past the shame and stigma that may prevent veterans from accessing the help they need. PD created and developed a Brand Identity Package, complete with the new name Check In, strategic communications language, supporting narratives for specific use cases, logo assets, and a brand style guide for use during the WWA pilot program. PD aimed to create messaging and branding that would empower the Bush Institute team to communicate the purpose, function, and effectiveness of the WWA to the key stakeholder groups we identified.


Having just launched the pilot, the language and logo have been deployed as the foundation of the brand, providing the Alliance with an impactful and unique voice in the veteran care space and allowing them to roll out resources to all of their veteran serving organizations.  Check In ensures that veterans are treated like people, not case numbers, every step of the care journey.

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