City of Santa Monica
Sector: Government & civic
Services: Information architecture, data visualization, brand stewardship
Deliverables: Annual report | Integrated campaign collateral
The Brief
The City of Santa Monica required a dual-path communication strategy:
an official annual report to serve as a high-stakes record of accountability, and
"Santa Monica Talks," a public-facing campaign to invite residents and other community members into the civic process.
The challenge was to create a visual language that had the authoritative tone of a City Manager’s report, yet accessible enough to encourage community dialogue.
My Direction
I developed a modular system of custom icons and infographics to act as the “connective tissue” between the two objectives. For the annual report, the icons functioned as a precise navigational tool for complex data while also forming abstract, textured patterns that reflected the city’s progressive spirit.
For Santa Monica Talks, I shifted that same visual language into a more celebratory and inviting tone, recontextualizing the graphics across posters and signage so the city could communicate cohesively in both formal and community settings.
The Result
The City Manager’s Office was equipped with a versatile toolkit that balanced institutional rigor with community engagement.
Unified Voice between official record-keeping and public invitation through a shared visual language.
Complex Data Clarity: Translation of dense municipal information into "informationally succinct" graphics for diverse stakeholders.
Strategic Versatility: Comprehensive suite of print and digital assets capable of navigating both statutory reporting and grassroots promotion.
