#FATAL 5
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.
INTERIM PRESENTATION
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.
Preprodution
production
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.