Community Safety Campaign for the City of Fredericton
CLIENT
City of Fredericton
SERVICE
Campaign Assets, Social Media, Google Ads, Brochure, Bannerstand
ROLE
Lead Designer
ENGAGEMENT TYPE
Employer - The Details Design + Branding
OVERVIEW
The City of Fredericton required a comprehensive campaign to transparently communicate its safety investments to citizens, workers, and homeowners, specifically focusing on the downtown area. The design directive sought a balance of authority and accessibility—aiming for an aesthetic that was "strong but not in your face" and "rigid but not dominant." Spanning print and digital platforms, the project utilized layered information levels to foster public trust, addressing tangible community concerns such as trail lighting infrastructure and bike theft prevention.
RESPONSIBILITIES
Translated the City’s multi-layered strategy into a cohesive visual narrative, utilizing arrows in varying colors and transparencies to symbolize progress on multiple fronts. This dynamic motif organized complex information—from infrastructure investments to social outreach—into a "rigid but not dominant" layout. The resulting design effectively balanced municipal authority with community partnership, creating an accessible resource for residents.
PROJECT SECTIONS
Social Media | Brochure | Bannerstand
COMMUNITY SAFETY BROCHURE THAT WAS DISTRIBUTED CITY WIDE
The design establishes a clear hierarchy to distinguish the new "Community Safety Services Unit" from traditional police roles. By balancing municipal investments—such as cameras and trail lighting—with actionable citizen steps , the layout reinforces the message that "Safety is a Shared Priority". The result is an accessible resource that fosters community partnership alongside enforcement.
COMMUNITY SAFETY BANNERSTAND
This bannerstand serves as a key environmental touchpoint for the City of Fredericton Community Safety Campaign. It is strategically placed in high-crowd areas during events organized by the city and is often positioned near City of Fredericton booths in local markets to maximize visibility and public engagement.
CREDITS
Tanya Duffy, Principal & Chief Creative Director
Eliza Wolfe, Creative Project Manager
SOCIAL MEDIA
Meta Stories/Reels, Meta Carousels
Adapted the visual identity into a narrative-driven carousel, utilizing the arrow motif to create continuity and encourage swiping. By isolating specific safety pillars—lighting, patrols, and cameras—into individual frames, the design translates complex municipal updates into bite-sized, mobile-optimized content. This approach maintains the campaign's authority while ensuring high engagement on social platforms.