Central Fire

Central Fire District serves the greater Santa Cruz community, providing fire protection, emergency medical services, and disaster response across the region. When they merged operations and needed a unified brand identity, they knew exactly who to call.

Our work with Aptos/La Selva Fire District had earned us a reputation within the local fire service community — and when Central Fire decided it was time for a rebrand following the merger, we got the call. Building on the Aptos/La Selva logo we had already created, we developed a unified identity for Central Fire that honored the original while bringing both agencies together under one cohesive brand. We met with the team, developed multiple design directions, refined the chosen concept, and consulted on implementation across the organization. We also created inter-agency logos and designed challenge coins for the crew.

There's a quiet satisfaction in knowing that every firefighter in Santa Cruz wears my logo on their body. 🚒

If you're an agency or organization going through a merger or rebrand, let's talk.