Designing Trust: Blackberg’s Editorial Transformation of the VHA State of Innovation Report

VHA OHIL plays a transformative role within the Veterans Health Administration—advancing not only medical breakthroughs, but also care delivery models, emerging technologies, and payment innovation. From piloting virtual reality for pain management to integrating 5G in clinical environments, OHIL leads bold, system-wide efforts that improve the Veteran experience and shape the future of care. Yet, much of this groundbreaking work remained hidden from public view. The report was dense, internally focused, and primarily shared among staff, rather than reflecting the scale, humanity, and national impact of its programs. VHA OHIL saw the opportunity to evolve the State of Innovation report into a compelling, accessible publication that could inspire trust, spark collaboration, and connect more deeply with the Veterans, caregivers, clinicians, and partners at the heart of its mission.

Blackberg Group collaborated closely with VHA OHIL to reimagine the State of Innovation report as a narrative-driven, visually compelling publication that could serve as both a communications asset and a catalyst for connection. Our involvement spanned every phase, from strategic direction and editorial refinement to full creative production.

We shifted the editorial voice from a retrospective list of internal achievements to forward-looking stories centered on the impact of innovation for Veterans. Instead of focusing solely on staff accomplishments, the content emphasized how OHIL's work created new opportunities in Veteran care, expanding the appeal and accessibility of the report to Veterans, caregivers, clinicians, and partners. We introduced calls-to-action throughout the publication, prompting readers to explore related topics further or find locations offering the types of care described. To encourage interaction and engagement, we added a dedicated Index of Innovative Care to offer pathways for readers to directly connect with the programs and products. We wrote each piece with clarity and empathy, translating complex innovations into accessible, human-centered narratives.

We organized the report into editorial “chapters” based on major categories of care—such as Expanding Access to Care, Transforming Care Delivery, Improving Experiences, and Fostering Health & Wellness. Each section opened with a bold visual spread and a mini table of contents to guide the reader. This structure created natural pacing and helped readers navigate the report with ease. Guided by Gestalt principles of design, we employed a familiar yet emotionally resonant layout system that allowed the stories to breathe and the content to connect intuitively.

Our creative team eliminated stock photography in favor of powerful, real-life imagery. We used portraits and documentary-style photos of actual Veterans impacted by OHIL’s work, paired with authentic story narratives, to establish an emotional connection and reinforce the report’s credibility. We enhanced imagery using Adobe Photoshop and incorporated collage techniques into the cover treatment to reflect the layered complexity of innovation and care. Finally, our designers developed custom graphics and icons in Adobe Illustrator to reinforce data storytelling and visual continuity.

Our creative team developed the entire publication in Adobe InDesign using a modular system of master pages to maintain consistency in grids, margins, and layout hierarchy. We created a comprehensive set of paragraph and character styles to ensure typographic consistency across headlines, captions, body copy, and quotes. The final digital and print versions of the report adhered strictly to the VA Style Guide and remained 100% compliant with Section 508 accessibility standards, ensuring usability for individuals with visual, cognitive, or physical impairments. Every design decision was intentional, crafted to psychologically engage the reader and reinforce the value of OHIL’s work. The result was a uniquely tailored editorial product, which is strategic, beautiful, and grounded in purpose to transform the way VHA communicates its valuable impact.

The redesigned State of Innovation report has become a flagship publication for VHA OHIL, shifting from an internal summary to a nationally recognized communications tool that strengthens the voice of innovation within the VA. By placing real Veterans and their experiences at the center of the narrative, the report has helped humanize OHIL’s work and deepen trust across its audiences.

Internally, the report has unified stakeholders around a clear, compelling vision for the future of Veteran care. Externally, it has expanded OHIL’s reach by engaging new partners, elevating public understanding of VA-led innovation, and driving increased awareness of services available to Veterans and caregivers. Clinicians across the country now reference the report to understand emerging models of care, while collaborators see it as an invitation to connect and co-create.

The report has also become a vital tool for strategic growth. By clearly articulating OHIL’s mission and measurable outcomes, the publication supports funding efforts, inter-agency collaboration, and ongoing recruitment of top talent. Most importantly, it serves the people at the heart of OHIL’s work: Veterans, their families, and the dedicated professionals who care for them.