Consumer Product Safety Commission (CPSC) is an independent government agency responsible for protecting the public from unsafe products. By establishing CPSC’s new brand goals and personality, the brand strategy was created. The brand now brings a more approachable attitude to another wise serious topic. CPSC can now bring reliable resources to American families in a way people can connect with. Bright situational photography, a round sans-serif, and a vibrant color palette are some of the elements used to communicate this new attitude.