Unifying Justice Communications
Transforming Public Sector Communications & Brand for the Office of Justice Programs
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THE OPPORTUNITY
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.
Community members come together during an Office of Justice Programs Community Violent Intervention event. (Photo: Office of Justice Programs)
AT A GLANCE
AT A GLANCE
CHALLENGES:
Fragmented brand presence
Disconnected voices
Undervalued channels
Limited visibility
STRATEGY RESULTS:
24% growth increase
100% engagement growth
Total brand alignment
SOLUTION: BUILD A COHESIVE COMMUNICATIONS FRAMEWORK
SOLUTION: BUILD A COHESIVE COMMUNICATIONS FRAMEWORK
My Role: As Creative Services Senior Manager leading a team of 11, I designed and executed a comprehensive, user-centered communications framework:
1. 🧭 Audience-first Content Strategy: Built channel-specific outreach (LinkedIn, Facebook, X, email marketing, YouTube, OJP.gov), complete with an editorial calendar aligned to funding, campaigns, and observances.
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: Campaign: Launched 15+ explainer videos that each generated 10K+ views within 90 days, 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
RESULTS
This strategic overhaul transformed fragmented communications into a scalable, trust-building powerhouse—driving engagement, visibility, and long-term brand resilience.
POINTS OF IMPACT
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 $50M+ in vendor savings by streamlining operations
Established digital governance systems to ensure consistency and longevity
CONTENT
CONTENT
Note: Some content has been removed and made unavailable due to federal executive orders.
VIDEOS: Justice Explained
What is behavioral health important in justice?
Community Violence Intervention
BLOG
Supporting youth and reducing violence in Seattle
Page updated
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