Empowering Community Safety: The Toronto Crime Stoppers Rebrand

As Creative Director and Designer for the Toronto Crime Stoppers rebrand, I led the transformation of their anonymous tip program to shift focus toward community investment. After examining the program's impact, I recommended that funds previously allocated for tip rewards be redirected to support neighborhood safety initiatives in areas affected by crime. This new approach highlighted the value of collective responsibility, with the refreshed slogan, “See It, Say It, Stop It,” emphasizing action and community vigilance.

To reflect this mission visually, I designed a logo using quotation marks arranged as a shield—symbolizing protection and the power of speaking up. The quotation marks also appear throughout print materials as eyes, symbolizing watchfulness and community care. This rebrand redefines Toronto Crime Stoppers as a program focused on supporting safer, stronger neighborhoods.