San Francisco Public Works

lcp developed a new identity and brand strategy for the SF Department of Public Works, changing the perception of DPW as an agency that fixes potholes and picks up trash into one that focuses on planning, building and preserving the built environment. The name was changed from "DPW" to “San Francisco Public Works,” reinforcing the agency’s goal to be more community-focused. The redesigned logo features an arc of silhouetted individuals engaged in construction tasks to reinforce what the agency does for city residents. Initial outreach campaigns focused on messages around “My (Our, Your) Public Works...” and featured photos of agency staff engaging in daily activities and public-facing events. The rollout plan showcased the new logo on building signage, employee uniforms, agency livery vehicles, and a variety of business and marketing collateral.