Safe Routes to School

Highlighting Transportation Safety 


The Challenge

When the Transportation Agency for Monterey County (TAMC) was preparing to launch their Safe Routes to School (SRTS) program—a program that teaches students how to safely bike, walk, and carpool to school—we were brought in to create a brand for the program and collaborate on the creative direction and messaging for the ensuing website.

The Outcome

The resulting brand and website design connects with school administrators, and resonates with families, the community, and the children who enroll in these programs. The messaging feels inviting and playful, but also represents a local government agency that promotes safety while effectively administering programs for children.

  • Strategy
  • Branding
  • Messaging
  • Content
  • Education & Research

Brand Strategy Headline

The brand needed to feel inclusive of the rural and urban areas within Monterey County. We drew on colors inspired by green bike lanes and transportation signage.

The font feels established while being kid-like, playful, and very legible.
The shield element allows for quick identification regardless of the language used for the wordmark.

Brand Identity

The SRTS program consists of several sub-programs which could have sub-brands themselves. Funded by Measure X through TAMC, we saw the potential for brand confusion. We delineated the brand hierarchy with all of these aspects in mind, in order to avoid confusion.

Local Messaging

The SRTS messaging is designed to communicate with two primary audiences: schools and student's families & the general community. Because SRTS is a national program with a local focus, our messaging is specific to Monterey County and uses local stats and area references.

A Scalable Website

We designed two main pages that contain the components that SRTS anticipates adding to their website in the future.

The copy on these pages serves as a guide for tone and brevity throughout the site.

Custom Icons & Illustrations

The icon set we created is intentionally playful to match the brand style.

We extended the bright color palette and created a mixture of literal and referential icons.
The off-register look is designed to make the icons feel like they could have been drawn by a kid.

Essential Style Guide

As additional SRTS programs are rolled out, our style guide provides them with a framework for maintaining brand consistency.


Intentional Information Flow

The website is focused around the Target Audiences we identified. With that in mind, the site was designed to direct audiences down the pathway most applicable to them, allowing visitors to quickly get to relevant information.


Empowering The Future

The SRTS team is working with a partner that has an in-house development team. Part of our work was to think through the website so that their team could develop the site moving forward.

Digital Style Guide

Due to the fact that the full site is being built by an external development team, we provided a detailed digital sticker sheet that defines the digital styles of the site.

The sticker sheet allows any future developer to take over site operation.

Scope of Work

  • Brand Strategy
  • Landscape Review
  • Visual Identity
  • Brand Extension
  • Icons & Illustrations
  • Brand Narrative
  • Voice & Tone
  • Mission/Vision/Values
  • Target Audience
  • Topline Messaging
  • Copywriting
  • Content Strategy
  • Photography Production

Let's Connect 

Are you ready to take your social impact organization to the next level? Let’s explore our fit for working together.


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