Voltice was commissioned to develop a comprehensive brand inventory for Cheshire Fire & Rescue Service’s Fatal 5 campaign. The objective was to strengthen public awareness around key causes of fatal road incidents and to provide clear, accessible messaging that helps drivers understand how to prevent accidents and save lives.

Cheshire Fire & Rescue Service faced challenges with an outdated and inconsistent visual identity for the Fatal 5 campaign. The existing materials lacked modern appeal and did not meet accessibility standards, limiting their effectiveness across diverse audiences. A refreshed, contemporary and fully accessible brand was essential to ensure the campaign could continue to educate and engage the public.

Creative Challenge
Our task was to create a modernised brand identity for Fatal 5 that resonates with today’s generation of new and young drivers, while maintaining the seriousness and authority of the campaign’s message.

Target Audience
The campaign is aimed at individuals aged 16 and above—those preparing to drive or already on the road—who benefit most from clear, impactful safety messaging.

Deliverables
The project included a full suite of branded assets:
- A redesigned logo
- Campaign banners and posters
- Printed leaflets and educational materials
- Social media graphics
- Stickers and general still artwork
All assets were produced with accessibility, clarity and nationwide usability in mind.

Considerations
We carefully considered the demographic, ensuring the brand communicated effectively to younger audiences while remaining authoritative, approachable and easy to understand.

The Fatal 5 Campaign now benefits from a cohesive, modern and fully accessible set of brand assets. These materials are used across Cheshire and throughout the UK, helping to significantly improve awareness of road safety and reinforce life-saving guidance for drivers of all ages.