2024 | Tyler Technologies
The Wisconsin Department of Safety and Professional Services (DSPS) is a state agency responsible for overseeing and regulating a wide array of professions and industries to protect the health, safety, and welfare of the public. They manage professional credentials, enforce safety codes, and ensure compliance across various sectors, ranging from healthcare and real estate to construction and technical trades.
Branding / Development / UI / UX
The Wisconsin Department of Safety and Professional Services (DSPS) sought a complete rebrand to distinguish itself from traditional state agencies. The objective was to build a modern visual identity that feels more approachable, flexible, and human-centered, ensuring the department resonates more effectively with the people it serves.
I developed an avant-garde design concept that broke away from traditional government iconography, utilizing bold, futuristic typography and minimalist, abstract symbolism to represent the department’s mission.
While this concept was ultimately not adopted, it served as a crucial strategic pivot; it allowed the client to reconcile their aspirational goals with practical reality, providing the clarity needed to successfully steer the final brand direction (which I also created)
