Public Safety
University of Utah Police Department - Institutional Identity Modernization
Modernization of a multi-division public safety department's public-facing identity during a leadership transition, aligning institutional credibility, operational cohesion, and community trust.
Executive Overview
In 2021, the University of Utah Department of Public Safety — encompassing University Police, Campus Security, U Health Security, and Emergency Management — entered a new leadership era.
The transition required more than updated visuals. It required a cohesive public-facing identity capable of expressing professionalism, transparency, and accountability across a highly visible campus environment.
I was engaged to lead the full modernization of the department’s public identity system from discovery through implementation.
The Institutional Challenge
The department’s legacy identity no longer reflected its evolving mission or leadership direction.
The environment presented layered constraints:
- High public visibility within a major university
- Diverse stakeholder population including students, faculty, staff, patients, and visitors
- Internal alignment across sworn officers and multiple divisions
- Sensitivity to public perception and institutional scrutiny
This was not a branding exercise. It was a trust alignment initiative.
Scope of Leadership
Led the modernization effort end-to-end, including:
- Strategic discovery and stakeholder alignment
- Visual identity architecture
- Governance standards for consistent rollout
- Deployment across physical, operational, and digital touchpoints
Facilitated interviews and workshops across command staff and frontline personnel to ensure institutional buy-in prior to implementation.
Strategic Approach
- Conducted comprehensive discovery to define institutional attributes and design principles
- Architected a unified visual identity system scalable across divisions and mediums
- Established governance standards to ensure consistent application and prevent fragmentation
- Coordinated a phased rollout strategy to preserve operational continuity during transition
Modernization was approached as system alignment, not aesthetic revision.
Deliverables & Deployment
Rather than isolated design assets, this work resulted in a unified institutional identity system deployed across:
Department-Wide Identity System
New Department of Public Safety logo applied consistently across wall signage, official documentation, digital platforms, flags, apparel, and promotional materials.
Uniform & Insignia Modernization
Redesigned shoulder patches and badge applications supporting officer-level pride and alignment.
Fleet & Vehicle Graphics
New patrol vehicle livery system designed for visibility, consistency, and operational practicality.
Each deliverable was governed by usage standards to prevent fragmentation over time.
Institutional Impact
- Established a unified visual identity across multiple public safety divisions
- Strengthened internal cohesion during leadership transition
- Improved consistency of public-facing communication
- Provided durable governance to maintain long-term brand integrity
The outcome was not cosmetic improvement alone. It was structured institutional clarity expressed across every public-facing touchpoint.
Modernization Principles Applied
This engagement reflects the same principles that guide my Public-Facing Systems Modernization Assessment:
- Stakeholder alignment before execution
- Governance defined prior to rollout
- Trust treated as an operational requirement
- Modernization implemented without destabilizing internal systems
In high-visibility environments, public-facing modernization must strengthen institutional credibility, not simply update appearance.
