This project was a branding campaign, that was in response to a Re:act brief created by NSW transport, hard edge and other industry partners. The campaign targeted vulnerable road users, aged 18-25 and aimed at creating a shared sense of responsibilty on the road.
My response to the brief focused on human limitation, and aimed at sparking behavioural change by highlighting the target audiences blind spots on the road. By referencing both our physical and psychological blind spots, seen through our bias, prejudices and misconceptions towards other road users, it will hopefully emphases our limitations and encourage the target audience to make smarter decisions on the road.
