HAPS (CONCEPT)
BRANDING

Raising helmet safety

Branding and applications for a new UK bike helmet rating scheme. The purpose of the new rating scheme is to help consumers make more informed purchase decisions and encourage helmet manufacturers to raise their safety standards.

SERVICES
Competitor research
Brand strategy
Naming and strapline
Visual identity
Copywriting
Website design

The creative is based on thorough research and investigation including stakeholder interviews and brand strategy workshops, informing the naming and strapline, visual identity, motion theory, tone of voice and website design.

‘Authority’ is the central principle; to establish trust in consumers, unify existing safety standards and become the central, most respected, hub for helmet safety information. The naming, identity and tone of voice are all developed with this intention at its core.

The logo portrays the 45° impacts which is the trademark of the new protocol. The 45° angle is continued through the dominant safety graphic which is a powerful visual cue to communicate their authority on safety and an eye-catching trigger for immediate brand recognition.

CREDITS

Strategy and copywriting: with David Sharp
Font: APK Protocol by @autograph__