Using Character Design to Make Campus Safety Stick

Pedestrian (Orange) and Driver (Juicer) mascots

Looking back at past projects often reminds us how much impact a strong creative idea can have. This character series created for Unitec is a great example, using bold illustration to bring attention to campus safety and wellbeing in a way that was designed to be noticed and remembered.

Safety messaging is often overlooked because it becomes too familiar or too easy to ignore. For Unitec, the challenge was to cut through that noise and deliver critical safety information in a way that would actually be noticed, remembered, and talked about.

To achieve this, we developed a bold series of illustrated characters designed to highlight risks and behaviours across the campus environment.

Designed to interrupt, not blend in

Rather than taking a conventional instructional approach, the work leaned into visual disruption. Each character was designed to feel slightly confronting but still humorous, using exaggerated expressions and forms to demand attention without feeling heavy-handed.

Combustible Materials (Can), Chemical Handling (Iceblock) and Electrical Hazards (Bacon)

Food became the creative foundation for the character set, giving us the freedom to push shapes, textures, and personalities into a more brutal yet playful space. This unexpected visual language helped distance the messages from standard safety signage, making them far more engaging for a diverse campus audience.

Making serious messages more memorable

Each illustration addressed a specific risk or behaviour, from pedestrian and driver awareness through to chemical storage, hazardous substances, electrical safety, and working at heights. Other characters tackled wellbeing themes including mental health, stress, vaccinations, activity, and even random acts of kindness.

Working at Heights (Eggs), Activity (Couch Potato) and Stress (Speghetti)

General Health (Apple), Random Act of Kindness (Cupcake Treat) and Anxiety (Peach)

By anchoring each topic to a strong visual personality, the messaging became easier to recall. Instead of abstract warnings, students and staff were given characters they could instantly associate with specific situations or behaviours, helping the messages stick well beyond first exposure.

A system built for flexibility and longevity

The character set was designed as a cohesive system rather than a one-off campaign. This allowed Unitec to deploy the artwork across multiple touchpoints, including posters, internal communications, and on-campus environments, while maintaining consistency and recognition.

The flexibility of the approach also meant new themes could be introduced over time without diluting the original concept, extending the life and value of the work.

Wow, it’s hard to believe that was more than 10 years ago now! I remember how much fun (and hard work!) went into bringing those characters to life. Such a clever and memorable way to make safety messages stick, and it really resonated with people across Unitec. One of those campaigns that still makes me smile when I think back on it. Great to see it resurface again. Travis Logan, Internal and Change Communications Manager, Unitec.

When illustration supports behaviour change

This project is a strong example of how illustration and character design can support behaviour change when paired with clear strategic intent. By balancing humour with clarity and pushing visual boundaries without losing purpose, the work transformed everyday safety reminders into something engaging, human, and genuinely memorable.