TMC UNIT 9 & 10
The Brief
OVERVIEW
To develop a comprehensive brand inventory for FATAL 5 with the purpose to help raise awareness on driving safety, reminding what the causes of life loss are and how to prevent deaths and accidents.
KEY POINTS
Creative Challenge
Create a new brand identity for FATAL 5 targeted at the newer generation.
Target Audience
FATAL 5’s target audience are people ages 16+ that are driving already or getting ready to drive.
Deliverables
New logo, banners, posters, leaflets, social media content, stickers, general still artwork.
Considerations
Consider the demographic and how to present the brand effectively.
RESEARCH
BRAND INVENTORY
WHO?
- Wealthy individuals seeking exclusive experiences and increased knowledge about history.
- History enthusiasts who want firsthand accounts of historical events.
WHAT?
- Time Travel Tours offers one-of-a-kind tours that take clients on journeys through time, allowing them to witness key events in history firsthand.
- Time Travel Tours provides a safe, secure, and luxurious environment for clients, ensuring their comfort during their tour.
- Time Travel Tours guarantees a non-interference policy, ensuring the integrity of historical events remains intact.
WHY?
- Offering clients a way to travel back in time to witness events and locations with a only 1 exception that time cannot be altered.
- Provide clients that are willing to pay the high price to experience history first hand and gain a better understanding of past events.
HOW?
- Excitement: A sense of anticipation and curiosity about the unique experiences that await you during your time travel journey with Time Travel Tours.
- Safe: Knowing that your safety, comfort, and overall experience are our top priorities.
- Respect for the Past: Witnessing historical events without altering them, providing a deeper appreciation for the past and its impact on the present-day society.
- Luxury: Enjoying a luxurious environment designed to cater to your needs and preferences throughout your time travel journey.
- Satisfaction: Knowing that you have chosen an exclusive experience that sets you apart from the ordinary, creating lasting memories and stories to share with others.
TONE
- The brand will sound friendly whilst still being professional.
AUDIENCE PROFILE
Demographics
- Age: 16+
- Gender: Any
- Ethnicity: Any
- Income: Any
Socio-Economic Status
- ACORN Type: A (Affluent Suburbs) or C1W (Upper Middle Class Professional), B (Wealthy Suburbs) or G (Super-rich City Dwellers) to attract CEOs and other high net worth individuals
- Education: High school leaver+
- Employment: Any
- Occupation: Any
Psychographics
- Values: Safe driving
- Attitudes: Stopping unsafe driving such as drunk/drug or reckless driving etc.
- Lifestyle: Affluent, cultured, socially engaged, globally-minded, and active
- Interests: Interest in driving or willing to drive
- 4C’s (Consumer Characteristics): eagerness, driving abilities, wanting to drive, alcohol/drug users.
Geo-demographics
- Time Travel Tours’ primary target audience resides in urban areas with a high concentration of high-income earners. This includes major cities such as London, New York, Paris, Tokyo, Hong Kong, and San Francisco, among others. However, the company is open to catering to affluent travellers from other locations who share the same values and interests.
Audience Personas
Cleor Tealeaf
Age: 17
Location: Bolton
Occupation: Student
Background: Cleor is studying at a college in Manchester and works part-time, she’s looking to start her driving lessons as it would make travelling for her way faster.
Eric Gatoo
Age: 28
Location: Stockport
Occupation: Works at a shopping centre in Stockport
Background: Eric likes to party in his free time and spend time with friends.
Contextual Research
Colour Theory
The colours used are clean and distinguishable, making the brand pop whilst still keeping a high-end feeling. The use of 4 colours has allowed me to use them to highlight certain elements and has given me the freedom to expand the designs if needed.
Burnt Sienna
Mood Associated
- sorrow
- relaxation
- depression
Dark Red
Mood Associated
- agitation
- fear
- sorrow
Coral Red
Mood Associated
- anxiety
- frustration
- excitement
Pale Pink
Mood Associated
- neutrality
- friendliness
- nostalgia
Semiotics
Throughout this project, semiotics have been used, with each illustration having to get a message clearly across. The pros of using semiotics are that they convey messages quickly and effectively regardless of language barriers.
Main causes of accidents
- Distracted Driving: According to the Department for Transport (DfT), distracted driving contributed to 5% of fatalities in Great Britain in 2020. This includes using mobile phones, eating, drinking, or engaging in other activities that take attention away from the road.
- Speeding: The DfT reports that speeding contributed to 14% of fatalities in Great Britain in 2020. Excessive speed reduces reaction time and increases the severity of collisions, leading to more severe injuries and fatalities.
- Impaired Driving: Alcohol-impaired driving caused 217 fatalities in Great Britain in 2020, according to the DfT. Drug-impaired driving also poses a significant risk on the road, as it impairs judgment and reaction time.
- Not Wearing Seatbelts: The DfT states that seatbelts saved an estimated 970 lives in Great Britain in 2020. Not wearing a seatbelt increases the risk of serious injuries and fatalities in accidents.
- Careless Driving: Aggressive driving, tailgating, and running red lights contribute to accidents and cause harm to others on the road. These careless behaviors put everyone’s safety at risk.
Planning
Preproduction
Logo
The new logo variations.
The dark version of the logo has been designed to be used against light backgrounds.
The light version of the logo has been designed to be used against dark backgrounds.
Icons
Process of creating the icons.
During the start of the icon creation, I created some rough ideas, trying to put things in a way that would make all look uniform, this is where I also tried experimenting with the use of circles cutting away at the numbers and incorporating the icon within.
Posters
The revisions of each poster.
REV1
I was tasked with creating a poster that brought driver safety awareness to the viewer, I had quite a few options on how to go about this but talking facts captured my attention and I believe it will capture the viewer’s attention too. I started by getting the general layout sorted, making sure to use an eye-catching typography along with ensuring good composition to minimise confusion.
REV2
I wanted to create a clearer separation and bring more elements of the design-language used in the icons to the poster, incorporating sounded edges and bold captivating colours, to achieve this, I chose to create a container for the information and separate the branding creating an easy to understand infographic; to maximise the impact, I wanted to highlight the amount of deaths caused so I changed the colour to red.
REV3
I wanted to see how it would look if I flipped the colours, with the idea of possibly displaying an abstract reference of blood, which is the main reason behind the drastic gradient, I further emphasised the number of deaths too by creating a capsule around the number in a bright red colour.
FINAL
After receiving feedback on the colour placement, I used a few more design elements, but firstly, I changed the text background to a red subtle gradient, and emphasised ‘people die’ with a subtle inner shadow which makes it stand out a little compared to the rest of the text, I also added ‘and that’s just in the UK.’ to the infographic to suggest that the number is only in the UK and infact would be much higher if it was worldwide advertised.
FINAL
I was tasked with creating a poster that displayed all of the Fatal 5 icons, during the creation, I experienced some difficulties due to their being an uneven number of icons, causing layout constraints causing me to place them on the left side of the poster, this allowed me to maximise the size and provide me with an easy-to-understand layout.
Production
Logo
The new logo variations.
The dark version of the logo has been designed to be used against light backgrounds.
The light version of the logo has been designed to be used against dark backgrounds.
Icons
The new illustrations paired with the meaning behind each.
In this illustration, I had to modernise and simplify the visual of careless driving, the original wasn’t very intuitive, giving the wrong idea to the viewer, this was resolved with the use of a tilted car with tire marks.
This illustration I tried combining the 20 is plenty statement for residential zones along with a general speedometer indication that speed has to be controlled. The initial illustration was quite clear but needed to be modernised.
The original was already quite clear but to modernise it and make it even clearer, I simply used a belt buckle to demonstrate the requirement of seatbelt.
I brought the original illustration in line with the new look, providing a clear instruction on the most common device that often easily distracts users.
The original illustration looked a little cramped and busy, still giving the point across but not in the easiest way, I simplified the illustration whilst still providing a really easy way to display what cannot be consumed before driving.
In this illustration, I had to modernise and simplify the visual of careless driving, the original wasn’t very intuitive, giving the wrong idea to the viewer, this was resolved with the use of a tilted car with tire marks.
This illustration I tried combining the 20 is plenty statement for residential zones along with a general speedometer indication that speed has to be controlled. The initial illustration was quite clear but needed to be modernised.
The original was already quite clear but to modernise it and make it even clearer, I simply used a belt buckle to demonstrate the requirement of seatbelt.
I brought the original illustration in line with the new look, providing a clear instruction on the most common device that often easily distracts users.
The original illustration looked a little cramped and busy, still giving the point across but not in the easiest way, I simplified the illustration whilst still providing a really easy way to display what cannot be consumed before driving.
Posters
The new illustrations paired with the meaning behind each.
Poster designed to combine all new redesigned icons of the Fatal 5
Infographic poster showing average number of deaths.
EVALUATION
Peer Feedback
Summary
Positive
- Easy to understand
- Good choice of colours
- Very informative
- Nice gradients
- Like the clean look of icons & logo
- Balanced and catchy
Negative
- Flip the phone to represent a dynamic island
- Not professional enough
Advanced Feedback
“Was really good to see the work the students have already done in relation to the project. One thing I’d ask of the students is could they look at the careless driving causation factor and potentially use differing images relating to the carless driving of poorly maintained vehicles i.e. tyres, windscreen, oil, lights etc. It would be great to have an alternative relating to vehicles being driven carelessly due to maintenance rather than poor driving ability.”
Final valuation
The primary objective of this project was to create a new brand for Fatal 5, including a logo and a set of icons. I am confident that I have achieved this goal effectively, as I meticulously refined each deliverable through numerous revisions, utilizing feedback to enhance my skills and learn new techniques.
Overall learning outcomes – This project has greatly expanded my knowledge in icon design, allowing me to understand the importance of layout, visual hierarchy, and readability. Initially, I was unsure about structuring the design of my icons, still trying to figure out the overall size, and consistency. However, through research, trial-and-error, and feedback, I’ve developed a better understanding on how people look at these types of designs and learnt that getting the message across in a quick and visually appealing way was key to making this work.
One of the main challenges faced was conveying the concept of Fatal 5 without relying on words, instead using semiotics. To achieve this, I designed a set of symbols that incorporated rounded corners, gradients, and an overall visually appealing aesthetic while remaining informative, accessible and easy to understand.
Personal Improvements – This project has allowed me to improve my time management and planning skills, enabling me to allocate more time to crucial aspects of the project, resulting in a more polished final product. While I have made progress in managing my time effectively, there is still room for improvement, I occasionally found myself stressed about interim deadlines and deciding on subsequent tasks. As the project progressed, I felt less anxious, allowing me to focus more on creative aspects and produce designs that I am proud of.
Future Recommendations – In future projects, sometimes need to take a step back and carefully consider the entire scope of work before diving in. Working on multiple areas simultaneously can lead to stress and prevent me from dedicating enough time for each area, resulting in designs that may not meet my expectations. By taking a more methodical approach, I believe I can produce even higher-quality work in the future.
Conclusion – I thoroughly enjoyed working on this Fatal 5 project as it challenged my abilities while also enhancing my skills in icon design. This was a unique opportunity to gain in=depth knowledge in the ways of tackling dangerous driving through digital communication.
BIBLIOGRAPHY
RESOURCE SITES USED
Info & more
- https://www.cheshirefire.gov.uk/your-safety/road-safety/using-roads-safely/fatal-5/
- https://www.cheshire.police.uk/police-forces/cheshire-constabulary/areas/cheshire/campaigns/fatal-5/
- https://www.roadsafetywales.org.uk/news/posts/2018/august/stay-alive-get-to-know-the-fatal-5/?Language=undefined
- https://www.gov.uk/government/collections/road-accidents-and-safety-statistics
- https://www.gov.uk/government/statistics/reported-road-casualties-great-britain-annual-report-2023/reported-road-casualties-great-britain-annual-report-2023
- https://www.brake.org.uk/get-involved/take-action/mybrake/knowledge-centre/uk-road-safety