LightsOn.LA

 

Shining a light on public safety
We teamed up with the Los Angeles Bureau of Street Lighting to create an education campaign concept informing property owners of the benefits of properly maintained streetlights, focusing primarily on decreases in crime, vandalism, and traffic-related incidents.

 

A streetlight is more than a streetlight

There are 223,000 streetlights in Los Angeles that, when properly maintained, contribute to public safety, economic growth, and environmental protection. In reality, however, assessments to fund the care of LA’s streetlights have not been updated in nearly 20 years. Our mission was to help Angelenos understand how streetlights affect them in unexpected ways, while also humanizing the people behind the streetlight’s power.

01—The brand

Of night and light

Much like the lights that line LA streets, we needed a brand that was equal parts utilitarian and beautiful. We created a logo and graphic system that is bold, recognizable, and trustworthy while maintaining the simplicity of a timeless utility brand. Paired with a color story that draws from waxing and waning sunlight, we created a brand that feels wholly Los Angeles.

03—The campaign

An illuminating approach

In order to bolster positive sentiment toward the Bureau of Street Lighting and streetlights in general, we created a campaign focused on accessibility, positivity, and seriousness, but with a playful twist. Balancing factual statistics with a sense of humor and humanity, we were able to highlight the oft-overlooked benefits of keeping a community’s lights on.

04—The Impact

Bright ideas pay off

In addition to public safety, the benefits of properly maintained streetlights include improved property values, increased economic and social activity, and a breakdown of the digital access and environmental justice divide across Los Angeles communities. Our hope is that property owners across the city recognize the profound impact of streetlights and their role in maintaining them. Shine on, LA.

The team

Work created while at Swell Inc

Creative direction
Greg Hubacek
Christian Gilbert

Design & Animation
Christian Gilbert

Writing
Courtney Reed

Strategy
Sara St. Hilaire
Alia Haddid