The City of Long Beach, New York
Safe streets for all

The City of Long Beach, New York set out to refresh its visual identity with little existing creative direction and a limited pool of references to build from. The challenge was not only to define a distinct and personalized brand, but to create a system flexible enough to support a wide range of public-facing communications.

Leading the rebrand, I translated these early constraints into an opportunity to establish a cohesive and scalable visual language. Starting with a foundational palette and design system, I expanded the identity across a broad suite of collateral that includes print materials, social media graphics, posters, and a comprehensive Safety Action Plan report. The result was a unified brand experience that brought clarity and consistency to the city’s important messaging to it’s residents while strengthening its presence across every touchpoint.