After three years, CDOT’s winter driving campaign had outgrown its original Change Your Peak Time and Change Your Peak Drive branding that focused primarily on the I-70 Mountain Corridor. For the 2017-2018 campaign, CDOT decided to widen the campaign’s reach to all Colorado drivers. With this change in mind, CIG recommended a full creative rebrand. The campaign needed a fresh look with its expanded audience.
Brand cohesion was a priority. The goal was to get CDOT followers to recognize a more unified look to communicate campaign messages for the upcoming winter season. To improve the consistency of the brand, we created the main logo and four categories that encompassed campaign sub-topics: Tire/Vehicle Safety, Winter Operations, Winter Travel Resources and I-70 Mountain Travel. We chose Winter Wise as the name to capture the essence of the campaign — knowing the various resources and information that help motorists stay safe in Colorado winter driving conditions.
Using our new brand, we developed new campaign assets including a revised webpage, prescription pads, posters, infographics, social media videos and banners.