A travel innovation
Looking for bespoke illustrations for their latest campaign, North Ayrshire Council turned to team See Saw for our expertise. Their Travel Smart campaign was aimed at encouraging people to leave the car at home and make an informed decision about how they got to school or work.
With a young audience in mind, we created three characters to help share the Travel Smart message and took to the drawing board to design custom illustrations of each from scratch. An anagram of ‘Travel Smart’, our characters Start, Mel + Rav became an intricate part of the campaign – they had to be fun enough to engage with their younger audience, but also slick enough to connect with teachers and parents to successfully deliver the Travel Smart message.
For Smart, Mel + Rav, we created a bespoke headset called a ‘Virtual Edge’ – another anagram, this time of ‘Travel Guide’ – which let them enter the mode of transport they’d chosen and would be adapted across all branding and marketing collateral… the devil’s in the detail!
The whole brand package
We then created custom environments and environmentally-friendly modes of transport for the characters to promote Travel Smart’s values. Start, Mel and Rav encourage people to walk, cycle, take the bus or even a scooter rather than jump in the car in a range of promotional materials, graphics for schools and even true-to-life character models that were created to engage and inspire.
North Ayrshire Council were presented with a fully branded toolkit that included bespoke illustrations and characters to successfully share the Travel Smart message with children, young people and adults alike. Our work on this project inspired the creation of our three Travel Smart ambassadors as full-size characters who were used by North Ayrshire Council to further the reach of their initiative in schools across the area.