Perth Inner City Group

Naming, branding and campaign assets for an inner-city neighbourhood road safety campaign

Perth, Western Australia

Perth Inner City Group is a voluntary alliance of five inner-city local governments. To support a neighbourhood road safety initiative introducing a 40km/h speed limit on local streets, the Group needed a campaign identity that would engage communities rather than direct them.

Clarity developed the campaign naming, branding and full suite of assets, building a distinct visual identity around illustrated local landmarks and a diverse cast of characters representing local road users. A deliberate choice to exclude vehicle imagery reinforced the campaign’s focus on people, not traffic.