The Ask

Implement a trusted resource to promote school safety best practices.

Americans are becoming more and more divided. As everyday issues turn into heated debates, we can all agree on something: the importance of safe and secure schools for students and teachers. But in a disruptive era, it takes a trusted voice to unite groups behind that message.

The U.S. Department of Homeland Security (DHS) along with partners at the U.S. Departments of Education, Justice, and Health and Human Services formed the Federal School Safety Clearinghouse in response to educate and promote best practices around safety in schools nationwide. As a part of their plan, they needed a tool for public use that housed the latest research and guidance on school safety. With longstanding relationships across DHS, Adfero was entrusted to establish this new program’s brand, as well as design and develop the official website,

Strategic Approach

Share valuable resources through an impactful government website.

Adfero wanted to elevate the standard for digital content on a government website, while understanding that this program needed to appeal to a wide audience of school administrators, resource officers and teachers.

Once we established a clear visual identity for, we focused on building a website to serve as a one-stop-shop for resources, including an interactive safety readiness tool that provides immediate steps for schools to improve their safety procedures, a national database that enables users to access state specific resources and guides for their communities and a grants finder tool that helps users find Federally-available funding to improve school safety efforts.

To amplify the reach of the content, Adfero also spearheaded the creation and launch of the School Safety program’s official Twitter account.


Deployed a comprehensive, user-friendly website accessible for all.

Following’s initial launch in February 2020, the site garnered impressive traffic, with more than 20,000 visitors on the first day of launch and more than 94,000 visitors after the first week live. The site has been lauded as a best-in-class federal resource, for both design and functionality.

Today, serves as a government resource that prioritizes accessible content for all and an average of almost 20,000 site visitors monthly. Developed to meet the latest U.S. Web Design System standards, the design allows users to focus on what matters most—the safety of students and schools across the country. Desktop