Make the date the story
The central message was reduced to a memorable promise instead of being buried under operational explanation.
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Strategy, brand, digital, and communications systems built by the senior team you meet.
All work
Government · Public information
City of DallasOne Day Dallas
Turn an operational change into a public promise people can recognize in motion.
01The brief
Organizational challenge
Residents needed to understand that collection days were changing, identify the correct day, and remember the new schedule across a campaign with many formats and very little time for explanation.
AudiencesDallas residentsNeighborhoodsCity stakeholdersPublic-service teams
TDF rolePublic-information campaignCampaign designOutdoor communicationVisual hierarchy
02Strategic insight
The campaign could not behave like a memo. The date change needed to become a visual event, with language and imagery strong enough to be understood from a passing car and flexible enough to survive every smaller format.
03Decisions that shaped the work
Build for distance first
Outdoor hierarchy established the strongest test. Smaller materials inherited the same order, contrast, and recognizable campaign world.
Let every format reinforce the next
Billboards, handouts, and supporting information shared one visual vocabulary so repetition increased understanding rather than fatigue.
04Delivery and evidence
Evidence available
The resulting system carried one recognizable message across outdoor and printed public-information touchpoints at city scale.
Selected deliverables
Campaign concept
Outdoor system
Public-information materials
Format hierarchy
Presented as a City of Dallas public-information campaign with The Design Factory responsible for the creative communication work shown here.
