Unifying Justice Communications

Case Study: Public Sector

Transforming Public Sector Communications & Brand for the Office of Justice Programs

A group of people standing in a circle indoors, each extending one arm toward the center in a collective gesture. The group includes individuals wearing bright orange shirts and others in various casual clothing. Shelves and chairs are visible in the background. The setting appears to be a community space or meeting room. (Office of Justice Programs image)

Community members come together during an Office of Justice Programs Community Violence Intervention event. (Photo: Office of Justice Programs)

THE OPPORTUNITY

The Office of Justice Programs manages $5B+ in annual Dept. of Justice public safety grants, yet struggled with:

  • Fragmented digital presence
  • Disconnected sub-agency voices
  • Underutilized platforms
  • Limited performance insight

OJP needed a unified strategy to strengthen brand credibility, accelerate engagement, and scale storytelling across its diverse ecosystem.

Challenges: Fragmented brand presence · Disconnected voices · Undervalued channels · Limited visibility

24% Growth increase

100% Engagement growth

Total Brand alignment

SOLUTION: BUILD A COHESIVE COMMUNICATIONS FRAMEWORK

My Role: As the Digital Communications Manager, leading a team of 17, I designed and executed a comprehensive, user-centered communications framework:

  1. 🧭 Audience-first Content Strategy: Built channel-specific outreach (Facebook, X, email strategy, YouTube, OJP.gov), complete with an editorial calendar aligned with funding, campaign, and programmatic initiatives.
  2. 🧱 Brand Architecture: Shifted to an endorsed-brand model, reinforcing unity with “OJP Blue” visual cues and a cohesive narrative tone across six program offices.
  3. 📊 Justice Explained & Program Videos: Launched explainer and program highlight videos, including Community Violence Intervention coverage, that generated 10K+ views within 90 days across digital channels, accompanied by blog posts to boost visibility and understanding.
  4. 🌐 Website Consolidation & UX Revamp: Proposed consolidating seven websites into one OJP.gov, crafted through analytics-led design iterations aligned with federal modernization goals.

RESULTS

This strategic overhaul transformed fragmented communications into a scalable, trust-building powerhouse that drove engagement, visibility, and long-term brand resilience.

POINTS OF IMPACT

  • Scaled brand identity across six divisions, unifying voice for 140K+ stakeholders
  • Delivered 24% year-over-year engagement growth
  • Elevated executive visibility with strategic messaging and thought leadership
  • Achieved $87M in vendor savings by streamlining marketing communications operations
  • Established digital governance systems to ensure consistency and longevity

CONTENT

Note: Some content has been removed and made unavailable due to federal executive orders.

Blog: Supporting youth and reducing violence in Seattle

Videos:

  • Justice Explained: Internet Crimes Against Children (ICAC) — Role: co-producer/voiceover talent
  • Justice Explained: National Missing Children’s Day — Role: co-producer

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