SAFETY FIRST

 

Concept / Design / Illustration / Art Direction

 

'First Stop' is the pan-European service outlets brand of Bridgestone. The First Stop outlets offer general automotive services such as new tyres, exhausts, maintenance, etc. With their depots being spread across Europe, there is a strong drive to ensure professional working standards for both consumer and employee safety.

 

Even though the brand had a complete safety process in place, the overall brand tonality lacked the compliance of more direct consumer communications.

 

The initial brief was to standardise the communication of safety across all areas, which was then enlarged to making the material completely brand compliant as well.

 

Due to the limitations of the existing imagery (both graphics and photography), a red

duo-tone style was chosen to give the communications a strong link to the brand. This tonality also helped to make poor quality imagery less obvious, giving the communications a more professional presence.

 

Communcations graphics were also standardised to give a consistant message style (the original material was a mix of photocopies, slide graphics and old printed material). Copywriting was also streamlined and harmonised to give a clear message with a consistant naming process.