CAMPAIGN BRANDING & UX/UI DESIGN - PROJECT LENGTH 12 WEEKS
CSJ: Just Safe
Client Context & Objectives
Californians Against Safety and Justice (CSJ) is a program that was developed by the Alliance for Safety and Justice, advocates for transforming California’s justice system by replacing punitive approaches with common-sense solutions focused on community safety and healing. In late 2022, CSJ wanted to launch a Just Safe campaign, a movement aimed at educating Californians about what truly makes communities safe. The campaign was meant to address the unmet needs of individuals who are untreated, unsupported, and unseen, emphasizing that when everyone is supported, everyone is safe. The goal was to foster a shift in perspective regarding safety, advocating for a system that prioritizes healing and prevention over incarceration. The campaign needed to resonate with a wide and diverse audience while communicating the campaign’s core message: true safety comes from community support, not punishment.
My Involvement
The design team collaborated to develop the different assets required for the campaign. As a UX/UI designer at Emergence Creative, I played a key role in developing assets for the Just Safe campaign, particularly focusing on the creation of the website. My work began with the design of marketing materials and social media templates, as well as out-of-home billboard designs aimed at reaching a broad, public audience. However, my primary responsibility was to lead the design of the Just Safe campaign website, which would serve as the central hub for information, resources, and engagement. In collaboration with a web developer, I also ensured the site was responsive and optimized for mobile and tablet screens, guaranteeing a seamless user experience across devices.
The Design Process
The design process for the Just Safe website began with understanding the campaign’s core messaging and the diverse demographics of the target audience. The website needed to reflect the campaign’s compassionate, community-focused mission while maintaining a clear, direct message about safety and justice reform.
I created initial wireframes and design mockups that captured the campaign’s visual identity, incorporating bold typography, impactful imagery, and clear calls to action. Working closely with the developer, we ensured that the design was fully responsive, offering a consistent and accessible experience on both desktop and mobile devices. As the website developed, we also integrated Spanish and Cantonese versions to ensure the site was inclusive of non-English speaking communities.
Outcome
The Just Safe website became a central digital asset for the campaign, effectively communicating the movement’s message of community support as the cornerstone of safety. The campaign’s success was strengthened by the comprehensive marketing materials and engaging online experience, helping CSJ raise awareness and rally support for systemic change in California’s justice system. The website and associated design assets played a critical role in educating the public on the Just Safe movement, empowering individuals to advocate for reform and ultimately work toward a safer, more just society.
