Public Safety Rebrand.

Project Overview

In 2021, the University of Utah Police Department underwent a leadership transition that marked a turning point for the organization. With a renewed focus on safety, transparency, and community trust, the department needed a fresh identity that would embody its vision and values. We were brought in to lead the full rebranding effort, from research and discovery to design and implementation, creating a cohesive brand system that now defines every touchpoint of public safety across campus.

The Challenge

When new leadership took over, the department’s existing visual identity no longer reflected its mission. The challenge was to design a brand that was professional, approachable, and trusted by a diverse community of students, faculty, staff, patients, and visitors, while also earning buy-in from officers and leadership inside the department.

My Role

We oversaw the entire rebrand process. We conducted stakeholder interviews at every level, from command staff to front-line officers, to uncover the department’s vision, then translated those insights into a unified design system that could scale across all mediums.

The Process

• Conducted discovery through interviews and workshops with leadership and staff

• Defined the department’s brand attributes: trust, professionalism, approachability

• Designed a new visual identity system, including logos, patches, and badges

• Applied the brand across vehicle wraps, presentation materials, social media assets, signage, and merchandise

The Outcome

The rebrand delivered a strong, unified presence that communicates the department’s renewed mission at every touchpoint. Today, whether it is a patrol car, an officer’s uniform, a community presentation, or a digital asset, the University of Utah Police Department’s updated identity and my design leadership are front and center.