The RAC partnered with In the Middle to develop a fresh campaign for their “Road to Zero Harm” initiative.
The goal was to create a distinctive identity for the “Be Safe” strategy that could be applied consistently across all national locations, while actively engaging staff in its implementation.
Designed with the future in mind, this initiative integrates seamlessly with RAC’s internal communications, helping to shape the organisation’s direction. The campaign effectively connected with staff, fostering a robust safety-first culture.
In addition to visual branding, the campaign featured a range of interactive tools, workshops, and resources tailored to different roles within the organisation. These efforts ensured the “Be Safe” message was relatable and actionable at every level, strengthening its impact and longevity.
The new branding focuses on encouraging mindfulness and performing the necessary safety checks before starting your journey home.
“I approached Paul to design a new logo as part of a safety initiative. He worked on a number of options, several of which we could easily have taken up. He was flexible, very helpful and turned requests around very quickly. I’d definitely recommend his company and will use him again.”
Matt, RAC
