Redefining TDOT’s Safety Message Through Clarity and Purpose
A strategic rebrand for TDOT’s Safety Division—turning a confusing, recruitment-sounding campaign into a clear, actionable message about protecting the lives of Tennesseans on and off the job.
When "Work 4 Us" Wasn't Working
From my earliest days at TDOT, I noticed a disconnect in our safety messaging. The internal campaign “Work 4 Us” and its public counterpart “Work With Us” both sounded like recruiting efforts—but they weren’t about hiring at all. Each required lengthy explanation to clarify their purpose, which diluted their impact and left audiences uncertain about the message.
Turning a Logo Request into a Brand Transformation
When TDOT’s Safety Division asked for a logo update, I saw a deeper opportunity—not just to adjust visuals, but to redefine how the department communicates safety. A strong campaign should connect instantly, without needing explanation.
After researching other state initiatives and collaborating with our Communications team, I proposed a new, clearer message: Work Safe—short, actionable, and adaptable. It brought safety to the forefront and allowed for messaging flexibility.
Visually, I refreshed the familiar orange diamond, softening the palette to align with TDOT’s brand while keeping its recognizable work-zone cue. The result is a cleaner, friendlier system that unifies safety messaging across all audiences.
Leading the Reveal
I developed a full presentation, mockups, and collateral kit to communicate the refreshed brand. During the reveal to the Safety Division, I walked stakeholders through the strategy—showing not just a new logo, but a new mindset. The shift to Work Safe unified TDOT’s internal and external safety voice under one clear message.
Clarity Creates Connection
This project reminded me that design leadership is about more than visuals—it’s about identifying communication gaps and guiding teams toward clarity. Work Safe proved that when you simplify the message, you strengthen the mission.