The Engage Driving scheme runs across Cheshire and Merseyside and is delivered by instructors in partnership with Road Safety Teams from local councils and representatives from the Police and Cheshire Fire & Rescue Service. The scheme is aimed at learner drivers between the ages of 17-24 years to prepare them for the crucial period after they have passed their test when they are most vulnerable.
The scheme was being held back by a brand which was out of touch with its target market. I was hired to rethink the brand and create a new visual language and tone of voice which resonated with 17-24 year olds. After some extensive discovery work including holding focus groups with students from local colleges a new look and feel for the scheme was borne which has already been well received by young drivers as well as driving instructors keen to enrol.
I am now supporting the scheme, providing brand and marketing consultancy on an ongoing basis to steer the scheme to further success and increase the uptake from both young adults and instructors.