Safe Roads Challenge

Safe Roads Challenge was introduced to the UK with a clear ambition: to reframe road safety as a positive challenge rather than a rule. Medidas, a Canadian road safety technology company, asked me to help launch their successful North American rewards-based driving programme in a new market. While the platform had proven effective in Canada, the brand and messaging needed to be rethought to resonate with UK drivers. Road safety communication often relies on authority and enforcement. Through research into driver behaviour and design psychology, we saw an opportunity to shift the narrative towards encouragement, positioning safe driving as something positive, rewarding and socially shared. I developed a new visual identity for the UK launch, creating a design language that felt optimistic, accessible and motivating. The aim was to move the programme away from compliance-led messaging and instead frame it as a collective challenge drivers could actively take part in. Alongside the brand identity and visual system, I worked within a small team to develop B2B social media campaigns designed to build awareness among partners and support the programme’s introduction to the UK market.