SafetyFOCUS
I led design for the SafetyFOCUS brand from start to finish of its two-year run. I developed the logo and visual brand guidelines, defined brand imagery and built an extensive icon library. I oversaw numerous digital, social and print devlierables, including the email design system and storyboard concepts for the event video.
Timeframe
2019 – 2021
Role
Brand Designer
Tools
[Ai] [Id] [Ps] [Xd]
Project Goals
Originally designated to be a multi-week, in-person event featuring a variety of safety-industry tracks, unforeseen circumstances shifted the event landscape quickly to virtual. A micro virtual event series was explored to provide immersive courses throughout the year leading up to the main event but screen-fatigue and increasing competition overcrowding the digital space proved that the SafetyFOCUS brand needed to evolve rapidly to maintain a competitve edge while continuing to promote the wide variety of track-based topics offered through the event. The brand message also needed to resonate with OSH professionals looking to continue professional development.
Style Guide
Iconography
Find Your Focus
Because of the need to break apart from the overcrowded virtual competition and limitations with stock photography, I developed the campaign to evoke finding focus in tailored tracks for top safety-industry topics to reflect the experience attendee’s would have and reinforce the brand mission of the event being immersive, tailored and engaging.
Construction / Fall Protection
Risk Management
Public Sector / Government
Safety Management Systems
Leadership / Business Skills
Email Design System
Because of digital burnout and fatigue, SafetyFOCUS needed visually interesting and dynamically engaging emails to encourage higher CTR (click through rates). However, since the Email Marketing Lead role has been unfilled, SafetyFOCUS emails had lackluster performance and lacked a design structure coming off of the micro virtual event series before I pitched introducing a design system that could be easily used with various content module blocks.
Video Creative Direction
As event videos can provide realistic expecations for event experiences, the brand message needed to match the conditions safety professionals had and were facing leading up to the event while emphasizing that attendees would engage in deep-dives of current and relevant industry-specific topics to immediately bring back to their organizations. Using the Find Your Focus campaign concept, I built the visual storyboard and collaborated closely with the video team at Illuminate.
