IFH Military Clothing

IFH

Brand Persona

Our Story

Brand Guidelines

User Persona

The IFH Brand

Welcome

Thoughtful Style

Pilot Driven

Wild Spirit

We think a lot about the style we are providing for our pilots. We want to keep them up to date with different fashion trends while still appreciating the classic military style pilots have passed from generation to generation. We want to make sure we balance pushing our beloved pilots style foward while still respecting the persona that pilots that have come before them have developed.

At IFH we appreciate all the hard work that pilot's put in to protect our country and be the bad asses they are. IFH creates a variety of designs with the fast, adventurous, and intense lifestyles that pilots live. Though just like with planning out a flight though our products can be just as awesome as a F-16 soaring around the earth but the way we create our designs are just as planned out as the flight patterns every pilot creates before an important flight. We are inspired by military pilots and they drive us to create bad ass products for their bad ass personalities.

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At IFH we appreciate all the hard work that pilots put in to protect our country and be the amazing people they are. IFH creates a variety of designs with the fast, adventurous, and intense lifestyles that pilots live. Though just like flying our designs have a lot of planning and thought behind them. We are inspired by military pilots and they drive us to create amazing products that have as much work behind them as the work they put into all of their flights.

Pilots are people with wild and courageous spirits so we want our brand to be as well. We know that our pilots are ready to be wild at any point whether it'd be flying threw the sky, exploring what the ground has to offer, or going out and having a good time, pilots are always filled with energy and ready to get wild. At IFH we embrace that wild spirit

the DEsign That Started It ALl

Welcome To the IFH Clothing BRand

Pilots put a lot of time into planning out their flights so we feel it is our responsibility to put just as much planning and effort into our designs. We combine the journey and attitudes of pilots with the expression and style of modern-day fashion. We never want to stop pushing the limits just like the pilots that we love and design for.

Thoughtful Design

Pilot Driven

Wild Spirit

Welcome

A GIFT CREATED AN IDEA

John Fennell, the creator of IFH wanted to get something special for his brother Ryan during Christmas time so he decided to create a custom design just for his brother. The design received amazing feedback from his brother and his brother’s fellow pilots and thus IFH was born. IFH was created to make amazing designs customized for the awesome military pilots that protect our country. IFH is a modern clothing company that combines the history of military pilots with the style of the modern-day. Feel free to explore everything IFH has to offer by exploring the rest of this website and taking the IFH journey.

Brand Persona

IFH

Brand Persona

Our Story

User Persona

Brand Guidelines

Brand Persona

Work Hard

PLay Hard

Hobbies

Personality

Sports

Camping

Getting Drinks

Working Out

IFH loves sports and will stay up to date on what is going on in the sports world. From golf to football IFH loves to interact with the sports world. Sports support our military pilots so much so IFH loves supporting sports. IFH’s brand will be there to give input on different sports, betting insight, and to debate anyone that wants to.

IFH has to focus on working out so that we can look as great as possible in our clothes. IFH loves competing and will try and out work any of our pilots but ultimately IFH’s main goal is to stay healthy and challenge our great pilots to get that summer body to show off when they get out of their flight suite.

After a long day of flying pilots love getting some drinks and maybe some more. IFH loves that idea and will be there to crack open a cold one. IFH doesn’t judge what you’re sipping on whether it’s a beer or a lovely white claw all IFH cares about is making sure that you are drinking with good people and if you go out anywhere IFH wants our pilots to be the alphas at the bar that they are when they’re in the sky.

IFH loves being in the outdoors and going on different adventures. Pilots explore the skies constantly and sometimes we believe they should explore the earth from the ground. IFH loves camping because you never know what you are going to discover. IFH loves to explore and camping is a great way to discover things and places they have never seen before.

Confident

Humorous

Courageous

Faithful

Humorous

Courageous

Confident

IFH is extremely faithful to our military pilots we were created for them and we will continue to support them for as long as IFH exists. Military pilots are very close with each other and being part of that community is an extreme privilege, they take care of their own and expect to be taken care of when need. IFH thinks this loyalty is one of the greatest things about the military pilot community so that is why our brand's number one personality trait is faithfulness.

IFH loves to be humorous. Pilots constantly need to be serious and professional when they are working so IFH wants to give them a release when they are not working. We want to make our pilot's lives more joyful and we believe humor is a great way to brighten their day. Pilots love making fun of each other and having fun so we embrace that fun and humorous personality.

It takes a lot of courage to be a military pilot and at IFH we strive to be as much like the pilots we love. IFH will always take chances and push the limits of our brand whenever possible. We can never do anything nearly as courageous as our pilots but we promise to never be scared and to always have the courage to stand up for our pilots and our brand.

Military pilots have to be confident at all times because if they’re not the consequences could be horrible. IFH mirrors that confidence, we know who we are and will never apologize for our brand or our image. We are not ignorant and we will learn from our mistakes but we are confident that we are able to provide our pilots with an amazing brand that they can be proud to support.

Brand Guidelines

Our Mission

Military pilots have been some of the most influential people throughout history. From George W. Busch to Ted Williams we have seen pilots go on to do amazing things back on the ground. Now IFH is here to make them look as badass on the ground as they do in the sky. We are going to take their style and firewall it. We want to make sure when they're trying to impress that special someone that they don't go in blind and make that lovely person punch out of the conversation.

IFH STyle

IFH meets versatility with style. IFH not only allows you to look good but feel good too. We like to create casual and athletic wear that speaks to the identity of military pilots and aligns with the modern-day style around the rest of the world. Our customers are masters of the sky and we want to make sure that when they are having fun on the ground that they have the same freedom and style they are given when they are soaring through the sky.

"We'll Be Your Wingman Any Time"

MISSION STATMENT

Color Palette

Photography Stlye

All of our photography should be highlighting the amazing lives of pilots. IFH is here to be their brand so we want to highlight their experiences as much as possible. Many of the photos will be from a first-person view but the only requirement for IFH photos is that they shine a positive light on our pilots and help tell their amazing stories.

Earth orange

hex #e09f48

rgb(224,159,72)

CMYK 0, 29, 68, 12

IFH

Brand Persona

Our Story

User Persona

Brand Guidelines

hex #4b5320

rgb(75, 83, 32)

CMYK 10, 0, 61, 67

hex #0b1b02

rgb(11, 27, 2)

CMYK 59, 0, 93, 89

hex #dbcca7

rgb(219,204,167)

CMYK 0, 7, 24, 14

Stealth Green

Flight Green

Sapling

KEEP IT ABOUT THE PILOTS

Type Style

Primary

Secondary

Coyote SemiBold

Futura-Heavy

Coyote Semi Bold if IFH's primary typeface and should be used whenever creating any headings. All H1 tags will be in this typeface and Coyote Semi Bold may also be used for subheadings when appropriate.

Futura-Heavy is IFH's secondary typeface and will be used mainly for longer content. All p tags will be in this typeface. It may also be used for sub-headings when appropriate.

What Makes IFH Differnt?

Modern Style

Meets

CUlture & Tradition

IFH knows how strong the culture of military pilots is and we believe it is time that we bring that tradition to the modern-day. IFH is the brand for U.S. military pilots and we bring together military pilots around all around the world. Our military pilots work tirelessly to protect our country and control the skies, so IFH works to take care of our pilots and make sure they are recognized and prepared to play hard once they get a break from work.

Logo

This is the official logo of IFH that should be used whenever possible. If the dimensions are not ideal please use the letters IFH in the Coyote Semibold typeface.

User Persona

IFH

Brand Persona

Our Story

User Persona

Brand Guidelines

24 year Old Male

Pete Maverick

RANK: Colonel HOMETOWN: CLEVELAND, OH

Relationship: Single Occupation: UH-60 PILot

RANK: Colonel HOMETOWN: CLEVELAND, OH

Relationship: Single Occupation: UH-60 PILot

Currently Stationed at Kirtland Air Force BAse, New MExico

OnLine Shopping Habits

mobile preferred

Pete Maverick prefers his mobile device when shopping online but will occasionally use his desktop. Maverick is much more comfortable using his mobile device because it is the device he interacts the most with on a daily basis.

Motivations

QUICK AND EASY PURCHASING PROCEDURE

Maverick enjoys how convenient it is to shop online from anywhere. He also really cares about how quickly he is able to purchase clothes online. He is much more likely to use a website that has a quick and easy checkout process.

MORE UNIQUE OPTIONS

Maverick likes purchasing clothes that are unique to him and his affiliation with different things such as sports teams, cities, or of course the military. Many in-person stores have very generic options so Maverick searches online for unique threads.

FRUSTRATIONS

Maverick doesn't like to leave a lot of things up to chance and the same goes for when he is shopping for clothes. He can be hesitant to shop online if he is unsure of how the product is going to look on him.

INABILITY TO PHYSICALLY TRY PRODUCT

Maverick has a very busy schedule and returning clothes is something that he hates doing because of the amount of time it takes and the hassle of traveling all the way to the post office. He will be much more likely to purchase something online if he knows the return process is easier

PAIN OF RETURNING

SOCial Media Habits

Instagram

Facebook

Maverick mainly uses Instagram and Facebook for social media. He uses it for a variety of reasons including, world news, sports updates, entertainment, staying up with friends, and humorous content.

PETE MAVERICK

This user persona was developed based on data collected and IFH's ideal consumer.

TWo BRothers ONe BRand

BORN ON LONG ISLAND

Ryan and John Fennell were born on Long Island where they grew up in a small town called East Quogue. Growing up they spent a lot of time together and developed two unique peronsalities that would help define the IFH brand that is around today.

One HH-60 Pilot

John's Journey

Ryan's Journey

2013

Ryan was able to graduate in four years from Florida Insitute of technology and was ready to start his new career wherever it may be. The day was filled with a lot of celebration and some poorly designed graduation t-shirts our mother made, but don't worry IFH is here to make sure what happened to Ryan doesn't happen to you

Graduation Day With Some poor design choices

BEGINING OF A SEARCH, FOLLOWING A PASSION TO THE WRONG PLACE

2015

John traveled west to Susquehanna University in Selinsgrove, P.A. John was interested in their communications program, focusing specifically on broadcast journalism. But as it would turn out John felt this wasn't the right college for him so eventually he decided to make a change.

2016

Grad School Dropout to Officer Ryan

Ryan decided to head back to Florida Institute of technology to pursue a Master's degree but in the middle of his semester, he was called to duty and needed to attend officer training school. After a lot of hard work, Ryan was able to graduate from officer training school and receive the rank of officer in the United States National Guard.

2017

Upon graduating High School Ryan traveled down south for college to Florida Insitute of Technology to pursue a college degree in aviation management, while also increasing his number of hours in flight to build up his resume and ultimately become a better pilot

One Small Step For A College Student. One Giant Leap For A Pilot

2017

Ryan decided to head back home to Long Island and got a job flying for the 106th rescue wing. He was officially sworn in but it was unclear when he would begin his training to become an HH-60 pilot. His timeline was unclear but he was able to lock down a job that he had been chasing his whole life.

Took an oath to serve as a pilot in the New York Air National Guard

New College Same John

John decided to make a change and transfer to Elon University where he would continue to grow his knowledge in the field of communications. This decision helped John acquire the different skills that he would need to start IFH. John spent his time exploring the fields of journalism, cinema, design, and strategic communications.

2018

2019

Graduation Part Two Now we got Two Bachelor's

John graduated from Elon in the spring of 2019 with a Bachelor's Degree in Strategic Communications and decided that he wanted to push his skills even further by attending Elon's Interactive Media Master's program. Both of the brothers were so far along in their journeys, but they were about to make more progress than ever in the next year.

2019

Ryan is Officially a Pilot in the United States Air Force

Ryan earned his wings in the fall of 2019 and officially became a pilot in the United States Air Force. He only had one more step on his journey until he goes back home to Long Island to start his job as an HH-60 pilot.

2020

2019

We Got an Idea and You're Going to Love It ... The start of IFH

John created a design to put on Ryan's gift for Christmas and he loved it. He said that his pilot buddies would love it too. John then decided to dedicate his Capstone project for his Mater's to creating the IFH brand that he and Ryan could build together.

Two Journeys

One Creative

Ryan officially became a HH-60 Pilot for the 106th Rescue Wing after finishing his HH-60 training in New Mexico. John graduated in the Spring of 2020 with a Master's in Interactive Media. They both went back home with two very seperate fields of study but their desire to work together continues to push the IFH brand foward. Ryan continues to ascend as a pilot in the United States Air Force and John continues to explore his creativity and make appealing designs for pilots of the United States Military.

TWo BRothers

One BranD

IFH

Brand Persona

Our Story

User Persona

Brand Guidelines