MET Studio was commissioned to design and develop the brand identity and exhibition environment for this pioneering road safety exhibition aimed at teaching young and new drivers their responsibilities and duty of care on the road. It will be the first and only purpose-built road safety centre in the UK, led by authorities in the community and experts in personal safety.

It will focus on improving young drivers in Kent and Medway through powerful personal stories, artefacts from crash scenes, and innovative interactive tasks engaging visitors with key messages that others have learnt from the road. The idea behind the brand identity stems from the fact that driving is a life skill which requires understanding through experience.

Driving as an experience can be liberating and rewarding, however in an instant it can change with profound and tragic consequences. The identity explores this paradox by capturing this split-second moment and freeze-framing it, showing the fine line we tread based on our actions and the consequences attached.