Designing Trust, Fredericton's Downtown Safety Campaign
TITLE
Community Safety Campaign
CLIENT
City of Fredericton
INDUSTRY
Government and Public Administration
ENGAGEMENT TYPE
Designer, The Details Design Agency
GOAL
Design a print and digital campaign that communicated Fredericton's downtown safety investments clearly and built genuine trust with residents.
OVERVIEW
The City of Fredericton needed to show residents what it was doing to improve downtown safety, including new trail lighting and other infrastructure upgrades. The design challenge was finding the right tone. Too authoritative and it feels like a press release. Too casual and it undermines the seriousness of the investment. The campaign had to land somewhere in between.
RESPONSIBILITIES
I developed the visual narrative around a motif of colourful, transparent arrows that represented progress and direction. The system gave the layout a sense of movement while keeping dense infrastructure and outreach information organized and easy to read. I applied this across a brochure, presentation template, banner stand, and social media assets, making sure the visual language stayed consistent whether someone encountered it at a community meeting or on their phone.
