driver safety campaign
The state department desired to create their own driver safety campaign, separate from the national campaign, to be applied to all driver safety programs in the state of Ohio. Tagline concepting and creation was first. With safety as the focus of all programs and the state’s tagline of “The Heart of It All”, the campaign tagline of “Have a Heart. Drive Smart.” was developed. This tied together the importance of caring for everyone on the road to the state’s current brand position.
With a campaign tagline, three visual and thematic concepts were developed shown in display banners and website placements. Each concept represented various parts of the driving journey and emphasized the responsibility drivers have through imagery, graphics, and type treatments.
Collaborated on Campaign Tagline Ideation
Campaign Theming and Visual Concepts