In spring 2025, I collaborated with City stakeholders, including the Boston Police Department and Boston Fire Department, to develop messaging for the City’s Saint Patrick’s Day Parade. The goal was to encourage residents and visitors to celebrate safely while capturing the festive spirit of the holiday.
I led the creative direction for the campaign, opting for bold and direct messaging. In collaboration with stakeholders, we settled on “Celebrate responsibly, Boston” as the core message. For the visual design, I created a green-centered composition to reflect the iconic color of the holiday. I incorporated an archived City photograph from a past parade, selecting one that conveyed energy and merriment, and applied a duo-tone treatment to integrate it seamlessly with the background. This treatment also highlighted the Irish flag within the image, ensuring the holiday’s cultural iconography remained prominent. To balance the composition, I added a shamrock in the upper third of the graphic, complementing the core message and filling visual space.
The final graphic was published to Boston 311’s Instagram in collaboration with the City of Boston, the South Boston Liaison’s account, and the Boston Streets Cabinet, maximizing reach and engagement across audiences while reinforcing safe, celebratory behavior.
Ciara Lanman-Santangelo Portfolio 