Jason Lehecka

Creative Director

FEMA Brand Identity–

Unified Visual Strategy

Role: Creative Director, Brand Strategist
Client: Federal Emergency Management Agency (FEMA)
Years Active: 2021–Present

Overview

FEMA's brand identity is pivotal to its mission of helping people before, during, and after disasters. A cohesive and consistent brand communicates FEMA's values, mission, and professionalism, fostering public trust and recognition. As the Creative Director, I led the initiative to unify FEMA's diverse programs under a single, adaptable brand system

Challenge:

FEMA encompasses a wide array of programs, each with unique missions, audiences, and communication needs. Historically, disparate visual identities across these programs led to brand fragmentation, causing public confusion and diluting trust. The challenge was to develop a unified brand system that maintains consistency while allowing flexibility for individual program identities.

Consistent brand identity across all programs and campaigns.

Disaster Social

Division Documents and Reports

Solution:

We established a comprehensive brand identity system centered on core elements such as typography, color schemes, and tone of voice. This system provides a strong foundation for all communications, ensuring clarity and recognition. Simultaneously, we developed adaptable guidelines enabling each program to tailor its messaging within the overarching FEMA brand framework.

Key Deliverables:

Comprehensive brand guidelines covering visual and verbal identity
Modular design templates for various communication materials
Training workshops for internal teams and external partners
Ongoing brand governance and support for program-specific adaptations

The Results

Enhanced Brand Consistency: Achieved uniformity across all FEMA communications, strengthening brand recognition.
Increased Public Trust: A cohesive brand presence contributed to improved public perception and trust in FEMA's initiatives.
Efficient Communication Processes: Streamlined design and approval workflows, reducing time-to-market for campaigns and materials.