Like many creatives, my career has been littered with projects that fail to get off the ground. The work never seeing the light of day.

DriveSafely was one such affair. It was potentially a great business with an amazing insurance product, specifically aimed at improving driving, particularly that of young drivers. The safer you drove, the cheaper your insurance would be, genius! I felt that his brand needed a friendly, populous feel that nailed the proposition,

hence ‘It pays to Drive Safely’. A lot of work was produced; this is just a small sample. At least it’s seeing a bit of daylight!