Branding a Veteran-Run Junk Removal Service With Military Precision
Grit Hounds is a veteran-run junk removal service built on military precision, unrelenting grit, and a higher mission: giving veterans meaningful post-service employment and supporting mental health initiatives. Founded by two former Army soldiers, the company needed a brand as tough and trustworthy as its team — one that would stand out in a market full of forgettable white trucks and cookie-cutter junk haulers.
I built the Grit Hounds brand from the ground up, drawing inspiration from military culture and the founders’ personal stories of perseverance. The result was a bold, badass identity with matte black trucks, military-inspired visuals, and sharp, commanding language that reflects the crew’s discipline and reliability. From UX to messaging, every element was designed to inspire trust, command respect, and resonate with both veterans and the community.
Brand Strategy • Naming • Messaging & Copywriting • UX/UI Strategy • Brand Guidelines
Results & Highlights
Developed a distinct brand identity rooted in grit, precision, and military professionalism
Named and articulated the brand persona “The Resilient Veteran,” balancing toughness with integrity and camaraderie
Delivered a comprehensive brand guide with messaging pillars, tagline development, and personality traits to guide future campaigns
Wrote and structured all website copy to balance storytelling with conversion-focused flows
Directed a custom photoshoot and shot list to capture Grit Hounds’ bold, veteran-led personality
Collaborated on truck wrap design and military-inspired visuals that gave the fleet a stealthy, standout presence
Designed UX wireframes and animation direction to reinforce the brand’s action-ready, disciplined edge
What I Delivered
NBrand positioning, messaging, voice, and tone development
Tagline and high-level messaging system for web and marketing
Website content architecture and copywriting for launch
Visual collaboration on trucks, uniforms, and digital design system
Creative direction for photo shoot and staged storytelling assets
A cohesive brand guide to align the team on future marketing efforts
Creative Messaging
“Grit is always under our fingernails.”
“Get dirty, not sloppy.”
“Backup never looked so good.”
“You call, we fetch.”
“Wheels up in five.”
Unique Sales Proposition Website Copy
Upfront Quotes: No surprises. We provide transparent estimates for your approval prior to executing any work.
Online Booking: You call, we fetch. Conveniently schedule a pickup from your phone and receive confirmation within 24 hours.
Speed & Precision: Our mission is to execute every job with speed and precision so you can quickly move onto your next objective.
Responsible Disposal: Let us handle the proper disposal and recycling of your waste, including the donation of gently used items.
