Seamless | A Brand Refresh

Driven to Protect is an initiative of the DADSS Research Program that focuses on empowering states to fight against drunk driving using innovative technology.

As the technology has evolved, it is now in a space where it is getting closer to being sold to car companies. For that reason, a brand refresh was needed to position the technology in a way that would resonate with the car automotive industry. After exploring a couple different directions, the client settled on the “Seamless” brand refresh that took brand inspiration from technology and car brands to further tie the idea that Driven to Protect’s goal is to have the technology fit seamlessly inside of a car. Both the logo and the original brand colors stayed the same for brand consistency. The addition of new brand colors was done to create custom gradients that give the brand a premium, sleek look. The photo treatment was updated to create a seamless effect where the photos look like they are appearing from the gradient behind it. All considerations to the updated brand were reflected in a brand guideline to help illustrate deliberate brand rules to follow. The creation of assets such as business cards, quick screens and palm cards were done to illustrate how the brand would come to life.