Alarmingly, 70% of fire fighters are volunteer. In need of more recruits, Second Alarm is dedicated to recruiting more brave humans to serve and protect their communities. Second Alarm reflects familiar themes of bravery, heroism and duty, but its tone of voice is open, empathetic and inclusive. Visual elements use a color palette of deep reds, blues and yellow and feature the iconography we associate with emergency services, but also reflect the diversity and emotion of those who serve our communities.