Safe Drivers was borne out of the frustration felt by (mostly young) drivers who feel that even though they drive safely, they are charged more for insurance to subsidise the bad driving of others.
The concept for the brand was around the idea of anger and frustration about this, played with humour and aimed at the predominantly young audience. Functionally, the user was presented with a simple test to initiate the process of reducing insurance premiums, then extra options would be available further down the line to avail of further discounts such as regular check-ins and telematic systems inside their car.
Project keywords: Logo design, creative direction, brand creation, ad creative, UI design
Project instigated: 2019
Brand still in use: 2022