Eyes Up
Mobile phone usage increases the likelihood of a car crash, with young male drivers (17-24) most at risk of serious injury or death and most likely to be caught using their phones whilst driving.
Young adults’ mobile phone habits have shifted, focusing on social media and music, rather than calling and messaging, making many older driving campaigns feel outdated. I took a carrot and stick approach to address this issue. The Eyes Up app rewards users with cheaper insurance for avoiding their phone. A scare campaign runs alongside the app highlighting the dangers of mobile phone usage whilst driving.
The App
The Eyes Up app activates a widget at the top of the screen, which stays in place whilst the user is driving. It serves as a visual reminder to keep their eyes on the road and tracks the number of times the driver taps their mobile phone whilst driving.
Logo
The logo takes inspiration from George Orwell's 1984's Big Brother. I wanted to utilise a 'watching eyes' effect' to create a sense of unease, pressuring the user into driving safely.
Typography
Aktiv Grotesk Georgian was modified to create a bespoke typeface for this project. Jagged lines and inconsistencies within the typesetting and structure of the characters create the look of a 'car crash of text'.
