Explaining how a black-box worked to young drivers, was trickier than you might think…



Our SM>RT WHEELS brand, which enables young drivers to benefit from potentially cheaper insurance, needed a slightly different approach than we were used to on MORE TH>N.

To better understand the communication problems, and the desired direction for the brand, we spoke to the key stakeholders. We were then able to explore layout options for this project, and map out the key information we needed to present.

Our content team broke the information down into bite-size chunks of copy, which needed to be brought to life visually for a young audience.

Using the existing illustrative SMA>RT WHEELS style, we developed various visual options and assets that would lift the content, allowing the strong imagery to do some of the hard work for us.