AI-Inspired Road Safety Campaign
While many creatives may harbour concerns about AI's role in the design process, I've discovered a genuine appreciation for its capacity to streamline and enhance my work. In this project, I share how AI has personally simplified my work.
Brief
A RE YENG in the city of Tshwane seeks to develop three distinct themes for digital banners and an A1 poster centered around road safety awareness.
Research
Given the limited initial brief, my main goal is to conduct research on road safety campaigns and their common practices. I use AI for this research to ensure the campaign is well-informed and strategically sound.
The result from AI has pretty shown a brief summary of a PSA campaign. From here, I went more specific.
At this point I know that the campaign has to be tailored to the issues in the city of Tshwane - the place where the campaign is targeted at.
Digital Campaign Concepts
Based on the client's request for three distinct themes, I've identified the potential for three separate campaigns targeting pedestrians, cyclists, and car drivers. Since copywriting is not my forte, I leverage AI to generate tagline suggestions for these campaigns to ensure compelling messaging.
Following discussions with the AI, I leaned towards a more positive and encouraging campaign message rather than one based on fear. The selected taglines are:
Pedestrian: "Step with purpose, cross with confidence"
Cyclist: "Ride bright, ride right"
Drivers: "Slow and steady wins the road"
With these taglines in place, I moved on to identify and incorporate suitable visuals for the campaign.
As for the visuals, I used a purple colour to symbolize the iconic Jacaranda trees found throughout the city of Tshwane. This choice complements the imagery and copywriting aligned with the chosen taglines. To maintain a modern and versatile aesthetic, while also ensuring consistency with A Re Yeng's website, I employed Helvetica as the typeface for the campaign.
Result in 3 different sizes
9:16, 1.91:1, 1:1
Posters Design
For the A1 posters, the client requested an information-rich design with a focus on providing practical tips for both pedestrians and drivers. To create these informative posters, I relied on AI to generate a series of actionable tips based on the available data, while also crafting a suitable headline and subline."
In line with the road safety theme, I employed a road sign as the central visual element to immediately capture attention and placed the headline within it.
Consistency was maintained throughout the campaign with the use of the same purple colour and typography.
To ensure clarity and ease of understanding, I utilized icons to complement each tip, effectively conveying the campaign's message in a visually cohesive manner.
