We transformed the way 'paperwork and safety' is perceived by elevating the People in Construction app (PIC) into something exciting and engaging for its target audience. Our goal was to boost product engagement by making the mundane more interesting and accessible to everyday tradespeople.

Through clever communication design and visual storytelling, we crafted a bold brand identity that resonated with PIC's users. Our work helped shift perceptions, turning a typically dry topic into something dynamic and relevant, ultimately driving engagement and making safety and admin feel like less of a chore.