Base tan.
Escape plan.
One of three Beach Cities, Hermosa Beach is home to close to 20,000 residents, located in Los Angeles County. Like many beachside communities in the United States, there are myriad environmental factors that predispose community members to natural disasters and similar unforeseen circumstances. Our task was to create awareness of the steps to take for disaster preparedness.
Disaster preparedness isn’t something that people generally like thinking about. It’s either something that instills fear in people, or flat out bores them. Our goal was to figure out a way to grab community members' attention to incentivise their self-guided journey to being informed.
Playful personality.
To develop our strategy and design language, we spoke with community members and learned just how proud they were of their city, and specifically their fondness for the city’s logo. This love informed our approach to constructing a bespoke headline typeface that acts as the foundation for our campaign language. The quirky personality worked perfectly alongside our playful copywriting approach to create a campaign that feels less daunting, and more engaging.
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