GM wanted to create their first global safety initiative that would be ingrained in every aspect of the company.

The foundation was to ensure that every employee and visitor at a GM facility would return home at the end of the day in the same safe condition as when they arrived. To reflect this commitment, our brand needed to be both personal and impactful. We took inspiration from a GM steering wheel for the logo, using it to form the body of the figure and a speedometer for the head. Posters conveyed an emotional message, and other materials were designed to be distinctly disruptive.