Drunk Driving Prevention Design Process

These are the initial sketches I drew when I started brainstorming ideas for the image I wanted to work with for my campaign. I wanted to showcase how dangerous drinking and driving can be, as well as impacts it can have on a person’s life.

When I had trouble with generating more ideas, I began focusing more on the feeling I wanted to portray, rather than just the image. I did this by drawing out various lines and shapes, with varying color and thickness, and seeing what emotions or feelings they brought forth.

Next, I began redrawing some of the previous sketches, but this time using the different lines that I drew out before. While working, I wanted to have three different images, each with a different line style that would evoke a certain emotion, but I had trouble figuring out a third image that I liked enough to include in the campaign, so I decided to just work with the two main images until I figured out what I wanted to do for the third.

After, I drew bigger, more detailed versions of the thumbnails with the images I liked best. I found three different line styles that worked best with the images, but I found that the style with the squiggly/ loopy curves was too similar to the style with the sharp jagged lines. Since the jagged lines fit the feel I was going for more than the other one, I decided to keep that one and use it with the flame-like style.

After I finished sketching my ideas on paper, I brought my sketches into Illustrator where I worked with the sharp jagged lines and the swirly, flame-like style.

As I worked, I decided to only apply the effect to part of the image instead of the entire image, exaggerating the parts where car related aspects connect with alcohol related aspects. While working, I also realized that the swirly flame-like style looked more decorative rather than having the dangerous feel I wanted it to have, so I decided to keep all the line styles the same with the sharp jagged lines spanning across each image.

Using the Martini headline for inspiration I began thinking of other alcohols that could be used with car related words to either rhyme or have some kind of alliteration. After choosing one that I liked the best while also being able to create a visual form of it, I began working on the whiskey poster.

While working on the whiskey poster, I realized I wanted to have one more poster to help round out the set, so there wouldn’t be an “Odd one out”. I wanted to have two horizontal posters, and two vertical posters, so from the list, I chose a headline that would create an image that worked best as a vertical image. I started with two images for the gear shifts before settling on the rectangular one, since I like the composition of it better. After settling on the image, I worked on the layout until I found one I liked before moving on to color.

For the colors, I wanted to use the different colors of each alcohol I was including for emphasis. I also decided to use red because of the attention-grabbing nature of the color, along with its association with danger. Finally, I chose various grays as the neutral colors because 1) I wanted a color unified across all four posters since I was using several different colors already, and 2) having the grays would help make the red and the alcohol colors pop more.

In each poster, I wanted to have the car related word in a different color from the rest to make it stand out more. I also included a QR code to each poster for people to scan. The QR code included a link to a rideshare app for people to use so they don’t have a reason to drive while drunk. The main place where these posters would be placed would be in restaurants and bars, on windows and on the door when people are getting ready to leave the area. 

I also wanted to create Pop Sockets as an extra reminder for people not to drink and drive. Since people take their phones with them everywhere, this reminder would always be with them, and something they would see every time they pick up their phone.