Visual system for Paint the Pavement, a community paint event to promote collaboration, creativity, and traffic violence awareness.

Branding, Print, Icon design, Photography  |  2.5 months


Busy intersections are the second highest causes of auto accidents after drunk driving. In response, cities across America have sought to adopt Paint the Pavement, an initiative where residents claim a dangerous intersection and paint it to spread traffic safety awareness through art. This project inspired a paper craft experimental typography project!


01 – Defining Themes through Icons

As my classmates and I began by designing icons for our systems, we faced the challenge of depicting ideas with the appropriate tone


Collaborative critiques helped clarify semantics. For instance, in exploring the topic of physical wellness, we found that "medicine" influenced icons with drug implications, while "healthcare" better referenced the security of hospitals and professional caretakers. 


Instead of overwhelming the viewer with every possible motif, I focused on the icons' and program's overlapping theme of community building.


The map-like pattern incorporating the icons represents people coming together to form a community, but also pieces holding together elements of a healthy community. 

I chose Museo as the brand's typeface for formal and functional reasons: it's spacious bowls allows the uppercase "P" to frame a generous amount of the pattern. The font carries a whimsical quality, reflecting the mood of the brand. I paired it with Avenir as the body content because Avenir's robust family supports legibility, and its rounded letters compliment Museo's quirky serifs. 

02 – Information Organization

I reorganized the 10-page application document to be more reader friendly, without omitting any content.


03 – Solidifying Brand through Play

The process of play was an integral part of refining the visual language, as I drew inspiration from photographing hand-made objects.


Motivated by my adoration of paper craft, I constructed houses in the style of my word mark pattern, imagining what they'd look like in three dimensions. I depicted the construction of the houses to support the idea of "pieces coming together". I varied the photographs to use them throughout the rest of the system. Specific messaging that came out of this space include:

If each person were to build a house, then we make a community. Just like that, if each person contributes to this program, we can make the streets of Pittsburgh safer.
How can we make the streets safer? With murals you can walk on!