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Romal Mann
Strategic Storytelling for Identity Systems & Campaigns.
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Road signs exist for one reason: to keep you alive. "Signs of life" is also the phrase we use for the first proof that someone survived something.
The Human by Design moment Twelve road-sign-style concepts were explored for the core mark. Eleven were rejected on camera, each for a specific reason.
The two clearest rejections:
• Emoji-style road signs (cute faces, cartoon expressions on the sign itself) — rejected. It undermines the one rule this system cannot break: every sign shown must be legible as a real, correct Canadian road sign. A funny face on a stop sign is a joke a new driver could actually mistake for real signage. Cute cannot come at the cost of literacy — that defeats the entire premise of a road-sign-literacy campaign.
• Crash/blood imagery for the hero video open — rejected. Fear-based road safety ads get scrolled past; the WHO and Transport Canada's own tone (calm, informational, "toward zero") supports warmth over shock. Kept direction: real consequence stated in plain, quiet type — not illustrated in gore.
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Brand Identity Development for True North Journeys
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12
Solstice Vineyards
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7
Eira Skincare Brand Identity and Packaging Design
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13
Cassette Brand Identity and Sensory Branding
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8