City of Santa Monica
Municipal Systems & Public Engagement
Sector: Government & Public
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, these icons functioned as a precise navigational tool for complex data, while also being used to create abstract, textured patterns that reflected the city’s progressive spirit. For Santa Monica Talks, I shifted this visual DNA into a more "open" and inviting key, recontextualizing the formal graphics into vibrant posters and signage to ensure the city spoke with a single, cohesive voice across all outlets.
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.
