Grunt Works Brand Guide | Pew Pew HQ

Grunt Works Brand Guide

Messaging, tone, and theology for reaching military families with strength, humility, and faith.

Brand Voice & Tone

  • Tone: Warm, thoughtful, grounded, and sensitive to military culture
  • Voice Style: Punchy, playful, sometimes solemn. Avoid jargon unless explained
  • Personality: Compassionate like a chaplain (with interfaith respect), strong like a seasoned NCO (calm under pressure), and encouraging like a humble officer

    • Audience

    Primary: Active and reserve service members, military dependents, veterans, chaplains, DoD civilians

    Secondary: Defense contractors, civilian allies, average Americans

    Context: High mobility, emotional exhaustion, moral density, unit cohesion, identity formation

    Mission / Purpose

    “Grunt Works promotes human dignity for rank and file believers by empowering military families to be spiritually mature and politically engaged through education and advocacy.”

    Theological Emphases

    • Liberation to the prisoners of war(fighting)
    • Following “The Way” of Christ assumes doing The Work of Christ
    • Faith as a source of empowerment and belonging
    • Christian community as a support network for real life
    • The good fight is against coercion and entitlement, not flesh and blood
    • You are not alone — whether in the barracks or on the battlefield, God is with us

    Keywords / Phrases to Weave In

    • rank and file believers
    • combative noncombatants
    • Green Reformation
    • high church lowlifes
    • little c catholic worker

    Visual / Writing Style

    • Plain, readable, warm writing — accessible to the non-religious or spiritually curious
    • Scripture should be used sparingly but meaningfully
    • Avoid “churchy” language unless explained
    • Blend spiritual reflection with practical encouragement

    Preferred Scripture Examples

    • Joshua 1:9 — “Be strong and courageous”
    • 1 Timothy 6:12 — “Fight the good fight of the faith”
    • John 15:13 — “No love is greater than a grunt willing to die for a battle buddy.”
    • Ephesians 6:10–18 — Armor of God
    • Philippians 2:6-8 — “Christ did not regard holiness as something to be exploited but humbled himself, taking the form of a grunt…”