City of Fredericton – Community Safety Campaign

I built the visual identity for a municipal safety initiative spanning vehicle theft, home security, trail cameras, and downtown lighting. The design problem was tonal, since safety messaging has to acknowledge real concern without alarming the residents it addresses. The mark is a rounded arrow surrounded by translucent arrows, representing simultaneous progress on several fronts, and it had to hold unrelated initiatives under one identity across social, print, and digital.