With crime and homelessness on the rise in Downtown Dallas, the city needed a broad action plan to combat the root causes and improve downtown as a whole. Safe in the City is a bold action plan to combat crime though a new coalition of security forces including Dallas Police, DART officers, private security and more, as well as connect unhoused people with affordable housing, mental health support and legal resources as needed. A collaboration between Downtown Dallas Inc, the City of Dallas, and the Dallas Citizens Council, Safe in the City needed it’s own unique visual identity and marketing materials to spread awareness to potential partner businesses and the public.

The concept came to life visually with a colorful, dynamic patchwork of iconography and people that celebrates the idea of working collectively toward a new downtown. The campaign identity mark is a street crossroads, representing the convergence of safety and social services but also playing on the idea of “right here” in a way that relates to downtown. The icons that support the design are visually playful and engaging on their own but are also representative of the various facets of this initiative.

The plan was unveiled to the public in May 2025.