A new branding initiative for the NMDOT to combat drinking and driving in New Mexico. Delivering the same messaging can start to turn into grey noise, so a new brand identity was launched, with bold typography, design and color. Pronounced "End DWI" the logotype serves to combine the two words into one optically adjusted mark. A flexible design system was created around this basic mark and color scheme to be applied and used with any and all media and applications. This mark serves as the springboard for other sub-brands dealing with seat belts, texting and distracted driving as well as other public safety initiatives. This brand will be used in Print, Television, Outdoor, Web, Mobile Apps, and a myriad of other applications. Client: NMDOT Agency: VWK Art Direction and Design: Christopher Kosek, Becky Haas Creative Direction: Nick Tauro

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