SGN, Silent Killer - Carbon Monoxide Awareness Campaign
SGN is a British gas distribution company which manages the network that distributes natural and green gas to 5.9 million homes and businesses across Scotland and the south of England. They wanted to raise awareness of carbon monoxide amongst students across the country.
When talking about something as harmful and dangerous as Co2 it can often be quite morbid and frightening. Rather than your usual shock-horror campaign scaring students into installing an alarm, we used humor to get the conversations going on campus.
From concept to delivery, we would create a full campaign identity that included a logo, colour palette, illustrations, typography , iconography and a webpage.
The silent killer logo needed to be dynamic, bold and dramatic. For this we capitalised the typeface, adjusted the kerning and used two fonts that had significant difference in the weighting.
We started by adding subtle tonal variations to complement the existing SGN colour palate. From here we created colour pairings that satisfied a contrast accessibility check.
Montserrat was the primary font selection for this project. It's clean lettering didn't distract from the illustrations and is notorious for it's clarity and legibility.
We came up with a four part illustrative series, creating drawings that every student could sympathise and laugh along with. Known as the campus killers, these characters became central to the campaign.
These smart metaphorical tag-lines balanced the seriousness of the campaign with the and the narrative and humour of the illustrations.
The 'Silent Killer' brand book is a consolidation of all the work throughout the project. These guidelines act as a toolkit for anyone to utilise and reference in order to keep the consistency of the brand.
Understanding a how to apply a brand can be tricky. We create mockups and visualisations so you can really see how the brand functions in the real word, across all media outlets.
With the core assets developed, we constructed artwork to be shared across all social media platforms, included facebook, instagram and youtube.
Accessibility was a major factor for SGN. We created a super light-weight website, boasting lightening fast load times on desktop & Mobile. We also implemented several carefully thought out UI components to aid the overall user experience, including; a scroll bar indicating page position, anchor links to sections of the page and a nav bar that hides on scroll, maximising space within the viewport. We also made sure all colours passed a contrast accessibility check.
We built a landing page that was easy to maintain and update. Using the newly developed brand toolkit and our illustrative assets, we created something that was fun, memorable and pleasant to use. To track performance we connected the site to google analytics, allowing the marketing team to track and monitor its usage moving forward.
"Its always a pleasure to work with Rob. As well as delivering a premium final product, his insight and ability to collaborate ensures a winning process from start to finish."
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