Services
Brand Strategy
Brand Identity Design
Messaging Framework
Pitch Deck Design
Website Strategy
Visual Direction
The Challenge
Best Medicine Brigade (BMB), a woman veteran-founded production company and speakers bureau, uses comedy as a force for healing and connection. Through its flagship program, HEAL*ARIOUS, the organization brings therapeutic humor to veterans, healthcare professionals, educators, and first responders—communities often dealing with stress, trauma, and burnout.
After years of running successful small tours and producing a comedy special for VET TV, BMB was ready to scale nationally with a bold new concept: the HERO Comedy Tour, a live event series celebrating “HERO communities” with purpose-driven entertainment.
The challenge was to develop a professional, investor-ready brand and marketing platform that could attract sponsors, fill venues, and establish the tour as both a movement and a model for community wellness.
The goals were clear:
Define a distinct brand identity for the HERO Tour under the BMB umbrella
Design sponsor materials and visuals for funding and PR outreach
Create messaging that unites entertainment, wellness, and social impact
Launch a scalable digital presence to support the tour and ticket sales
Graphroots Design partnered with BMB founder and Army veteran Lt. Col. (Ret.) Robin “Phoenix” Johnson to craft a unified strategy for brand architecture, storytelling, and visual identity.
Brand Strategy & Messaging Framework
We defined a clear relationship between Best Medicine Brigade, HEAL*ARIOUS, and the HERO Tour, ensuring each brand had its own purpose while supporting the larger mission. HERO Tour messaging focused on three emotional outcomes: healing, connection, and empowerment, anchored by a single idea: comedy as medicine for the soul.
For sponsors and partners, we built a complementary business narrative highlighting measurable impact, national reach, and audience relevance for veterans, hospitals, schools, and community organizations.
Brand Identity and Visual Design
We designed a distinct HERO Tour brand inspired by superhero iconography and live-entertainment energy. The visual system combines strength, grit, and optimism with bold typography, spotlight lighting effects, and warm, inclusive colors. The brand was built to live across merchandise, posters, social media, and the stage itself.
Digital and Marketing Toolkit
Graphroots created the full communications suite for launch, including:
- A 12-slide sponsor pitch deck with audience data, impact metrics, and visuals
- A tour microsite plan with ticketing integration and e-commerce
- Social and email templates to drive awareness and partnerships
- Copywriting and tone guidelines to maintain consistency across marketing and PR
The Solution in Action
The HERO Tour brand now gives Best Medicine Brigade a powerful platform to scale its mission nationally. Each show combines live comedy, music, and storytelling in cities near military bases and hospitals, offering free or discounted tickets for HERO audiences and a shared space for laughter and healing.
The new brand and marketing assets enabled Robin’s team to confidently approach investors, book tour venues, and attract sponsors aligned with veteran and mental health causes. The tour is now positioned not only as a comedy event but as a movement that proves humor can heal, connect, and inspire.
The Takeaway
By combining brand clarity, storytelling, and bold visual design, Graphroots Design helped Best Medicine Brigade transform the HERO Tour into a professional, scalable brand that unites healing and humor. The result is more than a tour—it is a nationwide movement reminding communities that laughter is not a distraction from pain, but a bridge to recovery.
