00
problem
The challenge was clear: completely reimagine the BC Corrections brand across social media and print advertising from the ground up, and not just match what had been done before but surpass it.
solution
Using the provided reference photos as a starting point, I identified key opportunities to elevate the creative direction. I stripped back the visual noise to let the work breathe, brought the correctional officer front and center as the true focal point, and reframed the role in a way that felt fresh and aspirational, showing a side of the job most people never see.
The overall design layout is intentionally simple, leading with a bold catchphrase and closing with the officer as the anchor. Yellow lines create a clear visual hierarchy that guides the eye naturally from headline to subject, while adding a striking pop of color that makes the ads impossible to ignore. For typography, I chose the font Gin for its rough, dramatic quality, a tone that feels serious yet compelling, giving the campaign a distinct personality that stands out.
The campaign made a real impact. Both the print and digital ads saw strong engagement and viewership, and the response from BC Corrections was overwhelmingly positive. The work resonated so well that I became the sole designer dedicated to their print and digital advertising, a testament to the trust and confidence they placed in the creative direction. To see more examples of my print ad work, please email at toniraymundo6@gmail.com
year
2026
timeframe
January and Onwards
tools
Indesign & Photoshop
category
Branding and Identity
see also
