Perth Inner City Group (PICG) is a voluntary alliance of five inner-city local governments, focused on developing and advancing neighbourhoods and town centres for the better.

Recently, the Group launched a neighbourhood road safety initiative aimed at introducing a 40km/h speed limit on all local streets.

To support this initiative, Clarity developed a friendly, community-focused design solution to create a distinct project identity and drive engagement. This included naming, branding, and a suite of campaign assets.

To create a strong sense of place and community, we illustrated key landmarks from each precinct and introduced a diverse set of characters representing local road users. A vibrant colour palette and the deliberate exclusion of vehicle visuals helped the campaign stand out, reinforcing that while inner-city roads will continue to support vehicle movement, local streets are where people live, work, play, and connect.