Safe Routes to School

Highlighting Transportation Safety

SRTS bag tall

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.


  • Strategic Brand Building
  • Content & Campaign Consulting

Focus Areas

  • 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.

SRTS crest bag Copy
The font feels established while being kid-like, playful, and very legible.
SRTS Sticker square
SRTS bag tall

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.

SRTS UI UX design Homepage
The copy on these pages serves as a guide for tone and brevity throughout the site.
SRTS site pages 200504 213557

Custom Icons & Illustrations

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

SRTS icons 200331 230707 1
We extended the bright color palette and created a mixture of literal and referential icons.
SRTS icons Copy 200331 230710 1
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.

SRTS brand manual

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.

SRTS Target Audience 200331 233208 1

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.

SRTS digital guide 200504 213546
The sticker sheet allows any future developer to take over site operation.

Scope of Work

  • Strategic Brand Building

    • Visual & Messaging Landscape Analysis
    • Brand Messaging
    • Content & Messaging Strategy
  • Content & Campaign Consulting

    • Brand Extension, Collateral, & Materials
  • Other

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